Color as a Visual Cultural Strategy in Corporate Identity Formation: Insights from Turkish Universities

Abstract This study analyzes the role of color in shaping the corporate identities of public and private universities in Turkey. Corporate identity, as a reflection of an institution's values and mission, relies heavily on visual elements, with color being a key strategic tool. The research compares color preferences between public and private universities, revealing distinct patterns. Public universities favor traditional colors like navy blue and red, while private institutions opt for modern tones such as burgundy and turquoise to project innovation. Findings indicate that color choices significantly influence perceptions of credibility, prestige, and institutional image. The study concludes that strategic color selection is crucial for effective brand communication in higher education. These insights can guide universities in strengthening their visual identities and serve as a foundation for future research.