A Case Study on the CIAD (The Chamber of Interior Architects of Turkey) Logo Redesign
- Pelin Karakoç
- 3 saat önce
- 4 dakikada okunur
Since 1976, the Chamber of Interior Architects has been more than just a professional organization; it has also been a carrier of strong institutional memory, belonging, and professional culture. For this reason, the logo redesign was not simply a visual update, but a careful effort to balance the past with the present.
Being entrusted with the responsibility of revisiting the visual identity of such a well-established institution made this process both meaningful and valuable for me.
In this article, the İÇMO logo redesign is explored not only through how it was designed, but also through why, with what approach, and through which system it was handled.
Logo Redesign in Heritage Institutions: Preserving Continuity
Institutions that have used the same logo for many years often evolve beyond being just a brand, becoming a culture that fosters a strong sense of belonging. For this reason, redesign processes should be approached with a focus on continuity rather than radical change.
The goal in such projects is not to create a completely new logo, but to preserve the value of the existing identity while adapting it to contemporary needs. The process focuses on simplifying elements that have become visually outdated over time, while making well-recognized and strong elements more visible. Improving readability and visibility becomes the main objective.
Therefore, the process for İÇMO began with a fundamental question:
“Not what should we change, but what should we preserve?”
Chamber of Interior Architects Logo Redesign: Strengthening Through Continuity
Our first question was: “How can we make this logo clearer, stronger, and more visible without moving away from its original character?”
Based on this approach, we aimed not for major changes, but for small yet impactful interventions.
The main goal of the redesign was to preserve the existing identity and institutional memory, while enhancing the logo’s readability, visibility, and contemporary usability. Continuity is the most valuable asset of heritage institutions.
Logo Analysis: Challenges and Potentials
The analysis of the existing logo revealed a clear picture:
• A horizontally compressed composition
• A relatively weak typographic hierarchy
• Reduced readability at smaller scales
• The founding year (1976) not being sufficiently visible
• Limited contrast in digital environments
• Imbalance between Turkish and English text
At the same time, there was a strong foundation:
• A recognizable and meaningful form
• A color strongly associated with the institution
• A well-established visual memory and brand heritage
Rebranding Approach
In heritage institutions, rebranding is not about redesigning from scratch, but about strengthening what already exists.
In the case of İÇMO, our main objective was clear: preserve as much as possible, increase visibility and readability, and highlight 1976. Keep the logo familiar, but update it enough to meet contemporary needs and improve its clarity and presence.
Rebranding: Typography Update
One of the most critical layers of the redesign was typography. A typeface was sought that stayed close to the spirit and character of the existing one, while being stronger, more legible, and more contemporary.
İÇMO is not just a single logo; it is a multi-layered structure with branches, committees, and various communication channels. Therefore, the selected typeface needed to go beyond a single logo solution and establish a consistent and flexible system across different platforms, scales, and content types.
Needs:
• A more legible and stronger typography
• Consistency across different media
• A flexible yet cohesive system
The selected typography transformed the logo from a simple image into a backbone that carries the institution’s entire visual production.
Rebranding: Re-scaling 1976
One of the key decisions in the redesign process was to make the founding year more visible.
Previously, “1976” was relatively passive:
• The negative space was reorganized and expanded
• The proportions were strengthened
• It was brought forward in the visual hierarchy
As a result, the founding year evolved from a secondary detail into an active component of the identity.
Rebranding: Color – Same Identity, New Energy
The color did not change. But its perception did. The characteristic burgundy of İÇMO was preserved, while being adjusted to:
• A more vibrant tone
• A brighter appearance
• Higher contrast
Result: While maintaining institutional seriousness, a more contemporary and energetic impression was achieved.
A Logo is Not an Image, but a System
One of the most important realizations in this project was:
A logo does not exist on its own.
• Social media
• Printed materials
• Spatial applications
• Official documents
Each creates different requirements.
For this reason, a logo system was developed for İÇMO, including:
• Horizonta
• Vertical
• Square
• Medallion variations.
The goal :A consistent identity that speaks the same language across all applications.
Logo Manifesto
The fundamental approach that emerged throughout this project can be summarized as:
• A logo is not an aesthetic object; it is a communication tool
• Design is not art production, but problem solving
• Corporate identity is a medium of cultural transmission
• Redesign is not about erasing the past, but making it visible
• The best design is not the one that changes the most, but the one that preserves the right elements
And most importantly: Updating a logo is not redefining an institution, but expressing it more clearly.
Conclusion: A Bridge Between Past and Future
The İÇMO logo redesign is not a radical change, but a controlled evolution.
This work represents an approach that:
• Preserves institutional memory
• Responds to contemporary communication needs
• Builds a systematic structure
The result is not a “new logo,” but: A more visible, stronger, and clearer identity.
Pelin Karakoç-the Designer
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