Introduction
The concept of branding cities dates back to ancient times when cities used symbols, heraldry, and architecture to convey their identity and values. In medieval Europe, for instance, towns would adopt coats of arms and distinctive architectural styles to differentiate themselves from neighbouring settlements. These early forms of branding were often tied to local resources, trade routes, or historical events, establishing a sense of pride and belonging among residents while attracting visitors and merchants.
However, the modern era of city branding began in the late 20th century as urbanisation accelerated and competition among cities intensified. As more people moved to urban areas, cities sought to distinguish themselves in a global marketplace. The term "place branding" emerged, reflecting the need for cities to develop unique identities that resonated with both residents and tourists. This shift was propelled by factors such as globalisation, increased mobility, and the rise of digital communication, which allowed cities to promote their distinct attributes more effectively. Campaigns highlighting cultural heritage, economic opportunities, and lifestyle amenities became prevalent, with cities like Amsterdam and Barcelona leading the way in utilising branding strategies to enhance their global image.
In recent years, city branding has evolved further with a focus on sustainability, inclusivity, and community engagement. Cities are now recognising the importance of involving residents in the branding process to create authentic narratives that reflect local values and aspirations. This participatory approach not only strengthens community ties but also fosters a sense of ownership among citizens. As urban challenges continue to grow—such as climate change and social inequality—city branding has become an essential tool for promoting resilience and adaptability while enhancing the overall quality of life for residents.
Why it benefits a town to have a strong identity.
A strong town identity can work wonders.
Here are some key benefits:
Competitive Edge
- Marketing Leverage: Easier to market the town as a destination for both living and visiting.
- Differentiation
- A strong identity sets a town apart from others, making it more memorable and appealing.
- A report by the Place Brand Observer noted that towns with distinct identities are 25% more likely to be remembered by visitors and investors compared to those without.
- A report by the American Planning Association noted that towns with distinct identities are 30% more likely to be remembered by visitors and investors compared to those without.
Tourism
- Unique identities draw tourists, who spend money on local services and products.
- According to VisitBritain, tourism contributed £106 billion to the UK economy in 2019, supporting over 2.6 million jobs. Towns with strong identities often see a larger share of this revenue.
- According to the U.S. Travel Association, domestic and international travelers spent $1.1 trillion in the U.S. in 2019, supporting 9 million jobs. Towns with strong identities often capture a larger share of this spending.
Economic Growth
- Attracts Investment: A well-branded town can attract businesses and investors looking for a vibrant community.
- Investment
- A study by the Institute of Place Management found that towns with a clear identity and strategic branding saw up to a 20% increase in inward investment.
- A study by the International Economic Development Council found that towns with strategic branding efforts saw up to a 15% increase in economic development projects.
Community Pride
- Sense of Belonging: Residents feel proud and connected to their town, fostering a stronger community spirit.
- Local Engagement: People are more likely to participate in local events and initiatives.
- Civic Pride
- Research by the National Endowment for Science, Technology and the Arts (NESTA) indicates that communities with strong local identities report higher levels of civic pride and community engagement, with up to 30% more participation in local events.
- Research by Gallup UK indicates that communities with strong local identities report higher levels of civic pride and community engagement, with up to 25% more participation in local events and initiatives.
Social Benefits
- Cultural Preservation: Helps maintain and celebrate the town's unique history, traditions, and culture.
- Quality of Life
- Enhanced public spaces and community facilities improve residents' day-to-day lives.
- The Royal Society for Public Health found that well-branded towns with enhanced public spaces saw a 15% improvement in residents' reported quality of life.
- The National Recreation and Park Association found that well-branded towns with enhanced public spaces saw a 20% improvement in residents' reported quality of life.
Attracts Talent
- A vibrant identity can attract skilled professionals looking for a dynamic place to live and work.
- According to a survey by LinkedIn, 64% of professionals consider a town's identity and lifestyle when deciding where to relocate for work.
- According to a survey by Glassdoor, 67% of professionals consider a town's identity and lifestyle when deciding where to relocate for work.
These statistics highlight just how impactful a strong town identity can be across various facets of community life. It’s not just about looking good; it’s about creating tangible benefits that improve economic prospects, social cohesion, and overall quality of life.
Amsterdam
Netherlands
Amsterdam has successfully branded itself as a vibrant cultural hub known for its picturesque canals, historic architecture, and progressive values. The "I Amsterdam" campaign encourages both tourists and locals to engage with the city's diverse offerings, from art museums to cycling culture.
Barcelona
Spain
Barcelona is renowned for its unique blend of modernist architecture, particularly the works of Antoni Gaudí. The city's branding focuses on its artistic heritage, Mediterranean lifestyle, and culinary scene. Campaigns like "Barcelona is much more than a city" and "Barcelona With You" highlight its rich cultural experiences.
Barcelona is a cultural centre with a rich history and a variety of languages spoken. The city is the capital of Catalonia, an autonomous region of Spain, and Catalan is an official language along with Spanish.
New York City
United States of America
New York City has long been associated with the slogan "The Big Apple," which evokes images of ambition, diversity, and excitement. The city's branding capitalises on its iconic landmarks, such as Times Square and Central Park, while promoting itself as a global centre for finance, culture, and innovation.
Above is the Tourism and Conferencing identity revealed in 2023. Also the classic I love NY and the City logo. All of them are notable for a certain chunky utility.
Singapore
Singapore
The SG logo identity of Singapore is a distinctive emblem that embodies the nation’s spirit of unity and progress. Launched as part of the "SG50" campaign to celebrate Singapore's 50th anniversary of independence, the logo features a bold, stylised "SG" that conveys a sense of modernity and dynamism. The vibrant colours used in the design reflect the multicultural fabric of Singaporean society, symbolising diversity and inclusivity. The logo serves not only as a national symbol but also as a rallying point for Singaporeans to come together, fostering a sense of pride and collective identity as they look towards a bright future. Overall, the SG logo identity encapsulates the essence of Singapore's journey and aspirations.
Melbourne
Australia
Melbourne has branded itself as the cultural capital of Australia through its emphasis on arts, music, and food. The "Melbourne: Where Creativity Meets Culture" campaign showcased the city's festivals, galleries, and vibrant street art scene, attracting creative professionals and tourists alike.
From the D&AD Award (Wood Pencil / Graphic Design / Logos / 2010) citation
Melbourne is a dynamic and progressive city, internationally recognised for its diversity, innovation, sustainability and livability. Our challenge was to create a new identity for the City of Melbourne that would reflect Melbourne’s cool sophistication, capture the passion of the council and the people, and enable a unified and future focus for the city. Centred arounda geometric framework, the identity is as iconic and multi-faceted as the city itself. This framework allows for creative interpretation. At its heart, the ‘M’ provides an iconic surface for endless visual executions to take place, adapting to suit the full range of services, sub-brands, initiatives and audiences.
Landor, Sydney
Former Lord Mayor Robert Doyle announced that “The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will continue to be in the future… The new identity will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long-term identification and align with best practice around the world.”
One year after the rebrand, Melbourne’s gross regional product had grown by 6%. Three years later, and over-night visitors had increased by 4.5%, and Melbourne’s tourism was valued at $15.2bn. 10 years down the line, and the City was ranked as the second most liveable city in the world by the Economists’ Global Liveability Ranking for 2019. And this follows a seven-year stint at the top of the ranks.