Successful Destination Branding Design
Introduction
Much like branding for businesses, city branding design is the promise of a set of values, making a location seem attractive and desirable. The brief could be to attract tourists, present a certain lifestyle or activity, or to encourage people to live somewhere.
By communicating the offer in terms of a particular experience or way of life, people are able to align themselves with the sense of community that is being portrayed.
Here are a few case studies that we think demonstrate how powerful branding for destinations can be…
I ❤ NY
Repositioning New York
In 1976, the state of New York was in post-industrial decline, with high unemployment and crime rates. Advertising agency Wells Rich Greene developed a marketing campaign and hired one of our design heroes, Milton Glaser who created the now-iconic “I ❤ NY” logo.
The Classic ‘Umbrella’ Brand Design
New York is made up of many diverse areas. However, both visitors and residents share an emotional connection to the place. This is why “I ❤ NY” is so timeless. The campaign is credited with tripling visitor revenue, and 40 years later, the design is still part of New York’s landscape – physically and in hearts and minds.
I amsterdam
The Right Brand for the City
If you’ve been to Amsterdam in recent years, you may have seen large, red and white “I amsterdam” letters? You may even have posed for a photo by (or on) them? We have! Previous attempts to brand the city led to poor slogans like “Amsterdam Has It” or “Small City, Big Business”.
City Brand Design Application
I amsterdam combines clever wordplay with the concept of coming together. But what we love about the brand is its application. It has become more than just a design, it’s now part of the city’s cultural identity. When people can interact with a brand they begin to take ownership of it and develop a relationship with it.
Digbeth
Thinking About City Brand Design Differently
We had the pleasure of attending the live brand launch of Digbeth by dn&co at Birmingham Design Festival earlier this year. The brand centres around a custom typeface designed by Colophon Foundry. The typeface has been supplied, free of charge, for promotional use and can now be seen throughout the district in many different applications.
The Future of Brand Engagement?
We think this is a great way to create a cohesive but varied brand identity for a city quarter and one that encourages creativity of application and ownership. Great work dn&co!
Closer to Home
Pelham Waterside
On a much smaller scale we created a brand design for Pelham Waterside in Nottingham. Working with Marketing and PR firm Big Old House for Pelham Homes, we created a brand for this residential development close to the river, creating a design that speaks to the target market.
A Waterside Lifestyle
We wanted to feature the many attractive aspects of a waterside environment, including a feeling of health, peace of mind, and the evocative riverside landscape. A brand that demonstrates that a waterside location has more to offer than just proximity to water. Find out more about Pelham Waterside in our case study.
