THE USE OF BRAND MONOGRAMS IN STORE SPACE DESIGN

Monograms are symbolic expressions composed of letters. Brand monograms are used to reflect visual identity in marketing. The use of monograms is particularly common among brands in the fashion industry. Various fashion products, such as clothing and accessories, are designed with symbolic connotations that reflect brand value. For this reason, monograms are important visual indicators in fashion marketing. Monograms are used in store spaces that reflect the fashion brand image and bring products together with consumers. Store spaces are strategic visual representations that reflect monograms. This research analyses how monograms belonging to fashion brands are reflected in store design. Within the scope of qualitative research, visual content analysis is carried out through case study. The model developed according to the research methodology defines the monogram design and the contents of the store space components. Design indicators are analysed based on visual data for monogram applications in stores. The analysed design indicators are expressed through qualitative coding. The sample set consists of the Fendi brand monogram and the brand's store spaces. The analysed findings are discussed through a network map. The relationship between the network map and the monogram and space design is shown.