The rhetoric concerns the use of the most effective form of expression in the present situation. In this way, expression becomes more intriguing, aesthetic, and powerful by departing from the ordinary speech. The purpose of the rhetorical statement is to use the most effective method of conveying the message, rather than simply transmitting it. Rhetoric is often used not only verbally but also visually to convince audiences with the ability to reinforce narrative by using some tropes such as metaphor, metonymy, irony, and pun. Visual rhetoric is the use of images in a particular concept within the rhetorical discipline as a means of creating meaning to give the viewer the desired message and create the desired behavior. In this context, the aim of persuading and influencing the audience is the point of intersection of graphic design. Visual rhetorical figures offer methods of giving a message in different forms as one of the ways in which the graphic designer intentionally or instinctively makes sense. This research entitled "Visual Rhetoric in Logo Design" explores how logotype design utilizes visual rhetorical figures. As it can be seen in the examples, one or more of the features such as semantic transpositions made by symbols, personification of letters by using them alone or with other visual elements, and representation of the part as a whole which are essentially visual rhetorical figures, are being used in almost every logo. As a result, in the logo design which is one of the areas of graphic design where it is important to describe the concept with the least amount of material, visual rhetoric figures are frequently used.
Keywords: Visual rhetoric, rhetorical figures, tropes, logo design.