Transformation of the Brand: From Two-Dimensional Brands to Multimedia Brands Event Held by the Department of Visual Communication Design

The extracurricular event titled “The Transformation of the Brand: From Two-Dimensional Brands to Multimedia Brands,” organized by the Department of Visual Communication Design within the Faculty of Architecture and Design at İstanbul Gedik University, was held on Thursday, May 7, 2026, at the Kartal Campus Conference Hall.

Moderated by Assoc. Prof. Dr. Deniz Akçay Balcı, the event brought together students and academics with Patent Attorney Yücel Yılmaz from the Industrial Property Association. Within the scope of the event, the historical transformation of branding processes, the changing practices of brand communication through digitalization, and the role of multimedia-based brand experiences in today’s communication world were discussed.

During the talk, the transition from traditional two-dimensional brand structures to an interactive, multilayered, and digitally integrated multimedia brand approach was evaluated through various examples. In addition, comprehensive insights were shared on brand identity, visual language, digital communication strategies, and intellectual property issues.

The event attracted significant participation from the academic staff and students of the Department of Visual Communication Design. Participants had the opportunity to gain insight into contemporary approaches to brand communication and creative industries, while also discussing the relationship between industry experience and academic production.