From We ♥ New York to People Make Glasgow, place brands don't just have to convey a straight, positive message, say marketing lecturer Sonya Hanna and linguistics professor Thora Tenbrink from Bangor University.
NY logo was launched in the 1970s when New York City was at its grittiest and most dangerous. Since then graphic designer Milton Glaser’s creation has been emblazoned on every kind of souvenir imaginable, not to mention inspiring movies, clothing, graffiti and evenMore than 50 years later, New York has just updated its iconic branding - not for the first time - to say WeAnd while lots of people hate the rebrand, it still reflects the intent behind the much-loved original logo.
People Make Glasgow is an example of a flexible place brand that can be associated with a wide range of assets and activities. But this kind of brand doesn’t have to convey a straight, positive message about an area, town or city, it can also be connected to specific challenges. Inspired by Iceland is a good example of this. The country launched a “premium tap water” brand in 2019 to encourage residents and visitors toIntegrating climate-related issues into the branding process communicates to everyone - including tourists, investors, residents and public and private sector bodies - that climate action is a priority. It shows that it’s integral to local identity and discourse, as residents seek to protect their home’s environmental features.
Instead, an area must adapt, which can become a multifaceted and politically challenging process simply due to the range of people and organisations involved. Diverse community needs and imbalances of power held by public and private sector organisations only add to the challenge.
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