In the 16th, 17th and 18th centuries, the printing industry in Europe continued to develop and reached more and more people. New techniques and products have emerged, such as the fax machine from Antwerp-based printer Christophe Plantin. Printed materials approached the current printing and printing technique between 1716 and 1728, with the first use of italics and the introduction of the Caslon Roman Old Face font. During the industrial revolution, printing became an increasingly powerful industry.

Charles Stanhope in 1800; He designed the first printing machine in which an iron frame was used instead of wood. This printing machine is faster, more durable and capable of printing larger pages. Later, in 1843, the first lithographic rotary printing machine was invented by Richard March Hoe. This press has speeded up the printing process considerably. In 1890, Bibby, Baron & Sons developed the first flexographic printing machine and thus began to be used in the printing and packaging industry.

Many important inventions and revolutions of the previous centuries enabled the printing industry in Europe to begin the 20th century as a dominant and growing industry. With the industry continuing to develop and grow, the first lithographic offset printing machine for printing on paper was developed in 1903 by the American paper manufacturer Ira Washington Rubel. In 1923, Koenig & Bauer; launched the four-color printing machine used for banknote printing.

In the first half of the 20th century, printed products such as greeting cards, paperback books, business cards, invitations, and magazines increased more and more. Thus, printing and printing has become a more popular and developing industry. Over the years, printing technology has become an area that more people need in both office and home environments. Thus, in 1975, the first laser printers were introduced to the market. Desktop publishing was developed in 1985, and digital printing was developed in 1993, which revolutionized the printing industry by making printing and content creation more accessible and affordable. With the development of digital printing, the digitalization revolution in printing and printing started towards the end of the 20th century. With digitalization, print and content access has become a comfortable, fast, practical and economical option for most industries.

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Brand is the meaning people attach to an organization, product or service. Brand identity, on the other hand, is a kind of representation of the impression left on the customers and what customers think about the brand. Using brand identity effectively can change the way customers think about a product or brand and affect the emotional bond they establish about the company.

Brand identity; It can be anything that can identify the brand and includes the logo of the brand. Brand identity; It is a physical and visual asset that encourages recognition of the services or products offered with the brand and can help make great ideas even more accessible. To put it simply; Everything that can be seen concretely about a brand is considered a brand identity. However, brand identity; It also includes other sensory elements such as sound, touch, and even smell. The general purpose of a brand identity is to tell people who they are and what they represent through the elements used to tell the story of the current firm. In this way, every time a product of a brand emerges, the basic representation to be formed in people’s minds will be on the desired ground and consistent. The elements that can create the brand identity are the logo, the basic colors used, standard typographic processes, corporate fonts, style, sound, touch and smell. Brand; Although it does not mean a logo or identity, defining a logo for a company today means greatly influencing the brand identity to be created. For this reason, the brand logo is more than just a symbol. Logo; It is the message that a firm wants to give to its customers. It is the emotional connection established between the company and the consumer. It is the most important part of brand identity.

The key to a successful brand identity is consistency. This allows people to create memories of what the brand can offer them, along with the brand identity. The ultimate goal of a brand identity is to have guidelines that allow for effective use of visual assets to achieve this consistency. Consistency in brand identity helps to reflect the kind of culture and representation that surrounds not just the company, but the product. If this representation is done right, it becomes an effective brand identity for the business.

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