The value of the city branding
Its Role in City Development
What is city branding? Does it consist of the identity and culture or primarily based on specific language and features of the place? Perhaps it’s the Philosopher’s Stone that will make a city shine?
City branding is a well-thought mix of multiple elements that aspire to reach the main goal—to get the unique perception of the city that will be well recognized and memorable both by locals and tourists.
I Amsterdam, Stockholm The Capital of Scandinavia, Paris City of Light—these are several of the famous city campaigns and slogans. Some consist of bold typography composition, others became that popular that hearing city’s name you instinctively add these words next. But can one phrase, one perfectly kerned phrase, change the perception of the whole city and make it unique?
There are several extremely successful campaigns to assure it does.
I Amsterdam, feel the connection with the city
Strong, literal, bold—this is the marketing campaign made in 2004. Hard to believe, all the sources say back at that time Amsterdam wasn’t one of the most popular destinations at all. Contrary to what I saw a month ago.
Not only the huge letters attract thousands of tourists to take photos but it’s also the holistic brand that is used throughout multiple areas—attractions, business, study, living, and tourism, in all its variety.
Two colors, red and white, create a contrast with the emphasis on the first part. I am, that’s what instantly create the connection with every person reading these words.
When it comes to the following elements such as the website, additional colors are added. One of them is black, and the classic trio is unlocked, while it is all based on the original 1975 year dated flag of the city.
From my point of view, I Amsterdam is a simple yet absolutely brilliant idea for the city identity.
I ❤️ NY
“OH MY GOD!”, as Janice from Friends would say, that’s a very recognizable image most of us first saw a long time ago. Even if you haven’t been to New York yet, and so haven’t I, visiting any other city you’ll see a cheap replica of this iconic sign that instead of NY has Barcelona, Paris, London, your name.
The funny thing as tabloid would say, the nightmare from a designer’s point of view, this work wasn’t a paid one for its author. It wasn’t supposed to get that popularity either.
It got hyped rather quickly since the 1977 year. While there exists a well-known theory of 7 handshakes, I’d add another one—a theory of everyone-saw-a-guy-in-I-love-NY-shirt. And even not the only one.
Right as in Amsterdam case, here the colors are bold, the shapes are pretty simple. To be honest, I would work on letters shapes to update them but is it really important when the sign still works its best for more than 40 years?
Porto
By far, my favorite story.
The modern language of the traditional tiles, called azulejos in Portuguese. Minimalistic yet accurate color choice as blue is very distinctive in Porto. The great variety of images to combine.
Came first to Porto city in 2016, I started to notice the consistent visual language on posters, info billboards, tourists cards. It is such a fresh element that breathes life especially in the old parts of the city.
The branding was created in 2014. Its main idea is that images can constantly change, old ones can be replaced with new, much more relevant these days.
For the last couple of years, the city becomes more and more popular. Certainly, there appear the new problems such as expensive rent due to the increasing number of tourists but I want to believe this tourist boom, at least, will help to support and renovate all the lovely old houses in the city. And regarding the city attractiveness, the branding played a far from a negligible role.
These are some of the most famous stories that are used in the highly popular tourist destinations. But not only big players join this game.
Dnipro, my city story
I’m living in a big industrial city in the heart of Ukraine. Even though it’s been already years as we call it Dnipro, not Dnipropetrovsk, challenge accepted right, no one outside Ukraine really knows about it.
Several years ago there was a competition for the new, well I’d say the first, branding strategy for the city. I was among the participants and probably I’m not eligible to hold the scales even on the result. But what’s interesting is that at that moment I barely believed it would go further and become alive. I was wrong.
The new official logo is widely used on the surface of the transport vehicles, posters, small urban elements, metro-to-be constructions fences. Even more, all this campaign led to additional features like creating a law to control the size and type of the signs on facades of the building.
To note: in Ukrainian reality, it’s a widely popular belief the bigger sign you have, the more famous and successful business will be. Minimalism wasn’t à la mode for many years.
Such changes, what do they bring?—One small step for the city, one giant leap for mankind.
How does the city win from the City Branding?
They say writing the article you should know your target audience you write to. So that’s definitely a chapter for the major of the city, aha.
Recognition
Nothing will provide a consistent recognizable image of the city as the branding and identity. Well, of course, if you don’t have the analog of Eiffel Tower or anything that popular already.
Ads on social media
Who won’t want to take a photo next to a giant letter even if the whole name won’t be seen? That's part of the experience for most of the tourists. Being placed in crowded areas such as the airport or main square, it’ll instantly become a popular background for Instagram posts. And that’s the perfect and free ad for the city.
Сonstant work on developing the urbanism
Starting to work on the visual language of the city it will lead to further actions such as thinking on the amenities of urban spaces—bus timetable and navigation as well as bus stops, parks and space for recreation, public events. My city Dnipro is a great example of that.
It symbolizes the city is alive and continues to evolve
One of the examples I saw visiting Genoa (Genova in Italian). A huge port city in the northwest part of Italy, it won’t present that richness of the variety of tourist spots as in Rome, for instance, but it has its own unique attractions and style.
Some buildings do need a good renovation but what I’ve noticed is that the city has its own style. My optimistic conclusion is that it means the good changes are coming.
The first step is already done and the further steps will change the perception and program of the city renovation.
It’s also important for the locals to be able to participate in the open discussions to feel they contribute to it and are engaged in the wind of change.
Attractiveness for investors and traders
A good example to prove such a statement would be Stockholm case. Not Venice of the North but The Capital of Scandinavia. Daring and pretending slogan, right?
While some people can be curious about this phrase and try to find the answers, this solution definitely proves you snooze, you lose, sorry Helsinki, Oslo, Copenhagen, and Reykjavik.
Since 2004, when the ads company has been launched, it has been working the best way to attract not only tourists but foreign investment as well. Stockholm startup/tech scene has been flourishing over years second only to Silicon Valley.
Yes, all this growth didn’t happen solely thanks to the branding but the branding was, for sure, the additional helping hand.
Changes in one sector lead to another one, and the mechanism constantly generates energy.
What are your examples of the city brandings you admire? Did you notice the consistent visual language in your city or the city you visited recently?
Here are some of the articles you may find interesting to discover:
Cultural specifics — how do they influence on design and user experience?
10 Reasons Why You Should Become a Digital Nomad. 10 Obstacles You’ll Get on Your Way.
Thanks for reading!
