Throughout history, nations have used symbols in their communication with their own people and with other nations around them. The symbols used by nations throughout the history and the symbols used by modern institutions today after all those technical, social and cultural evolution are based on the same basic concepts. Nowadays, we can say that the museum is seen as the basic evaluation criterion of the brand value of institutions in the art world where the traditional evaluation criteria is bygone. This situation requires branding in order to gain value in museology. In today's world, which is dominated by intense competition, branding is only possible with the visual identity of brands keeping up with the pace of the times and possessing a common value by taking into consideration the expectations of customers. In this context, the importance of branding for contemporary museums and art museums has been questioned and exemplified based on the concept of visual identity in our study. The referred components in visual identity creation process have been determined and visual identities of Istanbul Modern, SFMOMA and Paul Klee museums that were selected in this context have been examined.
Keywords: visual identity, museum, museology, art