Algılama sayesinde içinde yaşadığımız çevreyi anlamlandırıyor ve yorumluyoruz. Algıladığımız iletileri anlaşılır bilgilere dönüştürmek için de birçok yöntem kullanmaktayız. Örneğin bilimsel denklemler ve semboller sayesinde gerçekliğin görsel yansımalarını veya neyi ifade ettiklerini rasyonel biçimde anlıyoruz. Ancak bizler duyguları ve sezgileri olan varlıklarız. Çevremizde olup bitenleri yenilikçi ve yaratıcı olabilmek adına farklı bir bakış açısıyla da algılama ihtiyacı duyabiliriz. Bu makale, bilimsel sembolerin ve denklemlerin algılanmasına farklı bir bakış açısı getirip, onların grafik tasarımda çeşitli kavramları ifade etmek için nasıl kullanıldıklarına odaklanmaktadır.

In the 21 st century, typography has developed as a means to enrich and broaden the borders of visual communication providing a wide range of new approaches. These new approaches provide a challenging and unexpected perspective for visual communication, such as using numbers instead of letters to enable designers to create new ways of expressions. We are indeed familiar with numbers being used to represent letters, syllables or phonemes. Today we experience two basic approaches in using numbers instead of letters. The aim of the first approach is to use numbers as phonetic symbols, and make the viewer to perceive them in this manner. Second approach uses the shape resemblance of numbers to the letters. It aims to make the viewer to perceive the numbers as they are and also as letters. These new ways of graphic approaches have opened a new window in visual communication and enabled designers to express two or more concepts at the same time. Therefore, the essence of syntax has evolved. The purpose of this article is to represent the existing design approaches in using numbers as letters and discuss which ones are favorable to express, introduce or promote a message. Moreover, it aims to evaluate some examples to investigate how legibility is affected. This article is based on a descriptive analysis to define and sample the existing design approaches of using numbers as letters as well as how the viewer perceives them and how they should be designed in order to deliver the message more efficient.

ÖZET

Corporate anniversaries are mostly used as a promotional event to increase the value of corporate identity of firms, business enterprises or their brands. They are also used to create investment trust or strengthen the relations between, employees and customers. What makes corporate anniversaries meaningful is the importance of their moral value of continuity. Signs that are designed to identify these moral values and indicate the anniversaries can be defined as “anniversary emblems.” The design and uniqueness of these emblems are important in the means of being remarkable and memorable. Thus creative and unique results can be achieved by converting the numbers of anniversaries into expressive signs. This article focuses on existing design approaches and examples of anniversary emblem designs.