Designing Political Brand Identity Through Architecture: A Case of Malatya City Hall

Abstract

Corporate level awareness and understanding of political systems are widely spreading in politics through the application of marketing concepts by parties. This study explores how party ideology, hierarchical structures, and symbolism are embedded into the design of government buildings to enhance corporate communication with stakeholders. A design strategy that links architecture with politics views specific architectural features as semiotic resources for party identity and envisions them as design patterns in the future. This paper presents the Malatya City Hall as an example, which was designed using a similar architectural style to that of the Nationalist Movement Party Headquarters in Türkiye. Employing critical discourse analysis (CDA), we unveil the political structure underlying the Headquarters, which is subsequently transposed into the design of City Hall. The Ottoman-Seljuk architectural style, in its modern interpretation, serves as a reflection of political ideology in these buildings. The corporate organizational structure is emphasized through the president’s prominent position and the restricted accessibility to his spaces, evident in the layout design. Additionally, symbolism is incorporated by aligning the building’s architectural plan with the party’s logo, creating a direct visual representation of political brand identity.