Art and Design
Art and Design
ISSN 2617-0272 e-ISSN 2617-0280
DOI: 10.30857/2617-0272
Submit an article

Article

Download article

Typological analysis of cultural heritage applications in city brand identity design

Q. Liu , Oleksandra Shmelova-Nesterenko

Received 29.04.2025, Revised 07.08.2025, Accepted 17.09.2025

Abstract

This study investigated the diverse ways in which cultural heritage was integrated into city brand identity design. The purpose of the study was to identify and categorise distinct typologies of cultural heritage application across key visual elements – specifically logos and slogans, colour palettes, and auxiliary graphics. Employing a qualitative research approach, a typological analysis was conducted on diverse international case studies representing various cultural contexts and branding strategies. The analysis extended beyond visual aesthetics to examine the underlying semiotic principles, cognitive mechanisms, and cultural values that contribute to the effectiveness of these branding elements. The study revealed different typologies of integration of cultural heritage into the city’s brand identity. Each element demonstrated significant potential for utilising cultural heritage to enhance brand resonance and impact. Among the analysed cases, prominent examples included the iconic “I love NY” logo as a symbol of civic unity; Kawasaki’s, Busan’s, and Madrid’s updated slogans and logos reflecting new urban visions; the culturally grounded colour schemes of Nevers and Cairo; and the auxiliary graphics of Bologna and Baku, rooted in architectural and artisanal traditions. At the theoretical level, the study covered the evolution of the city logo along with the growth of social development, the way of integrating the city brand standard colour with cultural products and architecture, and the expression of cultural imagery in the auxiliary graphic design of simplicity, extraction, and reorganisation. In practical terms, the findings provided valuable insights for urban planners, designers, and branding professionals. The developed typological framework served as a practical tool for analysing existing branding strategies and formulating new, culturally sensitive approaches that effectively leverage heritage, thereby improving the overall impact of city branding initiatives


Keywords:

urban brand design; colour palettes; composition; auxiliary graphics; brand image; cultural branding

https://doi.org/10.30857/2617-0272.2025.3.4

Retrieved from Volume 8, No. 3, 2025

Pages 46-57

References Suggested citation

References

  1. 9/11 Memorial & Museum. (n.d.). The story behind the iconic post-9/11 “I heart New York more than ever” logo. Retrieved from https://www.911memorial.org/connect/blog/story-behind-iconic-post-911-i-heart-new-york-more-ever-logo.
  2. Abouelmagd, D., & Elrawy, S. (2022). Cultural heritage and sustainable urban development: The case of Port Said City in Egypt. Cogent Social Sciences, 8(1), article number 2088460. doi: 10.1080/23311886.2022.2088460.
  3. Ali, H.S., & Khayat, M. (2024). Erbil Citadel as a brand for the city, the role of residents awareness and perceptions. Sustainability, 16(19), article number 8529. doi: 10.3390/su16198529.
  4. Ali, M., Yasser, R., Ayman, F., & Nasf, M. (2024). Cairo rebranding. Retrieved from https://www.behance.net/gallery/205652721/Cairo-Rebranding.
  5. Bils-cramiques. (n.d.). Nevers earthenware bowl with Persian blue background – seventeenth century. Retrieved from https://www.anticstore.art/114558P.
  6. Caivano, J.L., & López, M.A. (2006). Can colour be an antiglobalisation factor? Analysis of colours in branding. In Proceedings of the interim meeting of the international colour association (pp. 13-18). Gauteng: Colour Group of South Africa.
  7. China Radio International. (2023). Design city. Retrieved from https://city.cri.cn/20230525/451a5cd6-3233-440d-2498-cfd131e55bf2.html.
  8. Dai, S.S. (2020). Experience and inspiration of European urban visual image design. Packaging Engineering, 41(18), 332-338+360. doi: 10.19554/j.cnki.1001-3563.2020.18.044.
  9. del Mármol, C., & Santamarina, B. (2024). “We gave the city its image and put it on the map.”: Intangible cultural heritage and city branding in Buenos Aires and Valencia. Journal of Heritage Tourism, 19(2), 243-262. doi: 10.1080/1743873X.2023.2268737.
  10. Doszhan, R. (2023). Multi-vector cultural connection in the conditions of modern globalisation. Interdisciplinary Cultural and Humanities Review, 2(1), 27-32. doi: 10.59214/2786-7110-2023-2-1-27-32.
  11. Fouseki, K., & Nicolau, M. (2018). Urban heritage dynamics in “heritage-led regeneration”: Towards a sustainable lifestyles approach. The Historic Environment: Policy & Practice, 9(3-4), 229-248. doi: 10.1080/17567505.2018.1539554.
  12. Gizella, A. (2013). City of Bologna / rebranding proposal. Retrieved from https://www.behance.net/gallery/12900627/City-of-Bologna-Rebranding-Proposal.
  13. Grapheine. (2016). Paris convention and visitors bureau. Retrieved from https://www.grapheine.com/en/portfolio/charte-graphique-de-loffice-tourisme-de-paris.
  14. Grapheine. (2018). City of Nevers. A visual identity that looks to the future. Retrieved from https://www.grapheine.com/en/portfolio/visual-identity-city-of-nevers.
  15. Guo, Y.L. (2015). CIS brand planning and design. Hong Kong: China Electric Power Press.
  16. Haps. (2023). Busan reveals its new city branding. Retrieved from https://www.hapskorea.com/busan-reveals-its-new-city-branding/.
  17. Harfst, J., Sandriester, J., & Fischer, W. (2021). Industrial heritage tourism as a driver of sustainable development? A case study of Steirische Eisenstrasse (Austria). Sustainability, 13(7), article number 3857. doi: 10.3390/su13073857.
  18. Ho, N. (2016). Kawasaki city. Retrieved from https://naomi-ho.com/works/kawasaki-city.
  19. Hou, Y.J., & Huang, E.W. (2024). Research on the integration of local cultural heritage into urban brand design and development based on bibliometrics: A case study of Xiamen. Art and Design (Theory), 2(6), 70-72. doi: 10.16824/j.cnki.issn10082832.2024.06.017.
  20. Kamlot, D., & de Jesus, D.S.V. (2022). Rio de Janeiro brand identity: An analysis of the physical and symbolic dimensions. Brazilian Journal of Marketing, 21(1), 64-87. doi: 10.5585/remark.v21i1.20344.
  21. Kavaratzis, M. (2009). Cities and their brands: Lessons from corporate branding. Place Branding and Public Diplomacy, 5, 26-37. doi: 10.1057/pb.2008.3.
  22. Kavaratzis, M., & Hatch, M.J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69-86. doi: 10.1177/1470593112467268.
  23. Ke, Q.F. (2021). The 7-step marketing rule for super marketing to detonate super sales. Beijing: China Economic Publishing House.
  24. Lam, S.S. (2024). How to brand a city to appeal to young consumers: A qualitative study. Qualitative Market Research: An International Journal, 28(4), 607-624. doi: 10.1108/QMR-01-2024-0013.
  25. Lambert, T. (2013). A heart in the right place. Cooper Hewitt. Retrieved from https://www.cooperhewitt.org/2013/09/11/a-heart-in-the-right-place/.
  26. Liu, R. (2018). Research on the visual image design of urban brands. Xi’an: World Publishing Corporation.
  27. Madrid embraces you (n.d.). Project. Retrieved from https://erretres.com/work/madrid-te-abraza/.
  28. Mammedov, M. (2022). “Baku design city” city branding identity. Retrieved from https://www.behance.net/gallery/92689011/Baku-Design-City-City-branding-identity.
  29. Milosevic, M. (2025). I love New York logo design. Retrieved from https://www.designrush.com/best-designs/logo/the-i-love-new-york-logo-is-an-iconic-widely-imitated-tourism-symbol.
  30. Olins, W., & Liu, X. (2012). Wally Olins’s branding. Beijing: Tsinghua University Press.
  31. Pisolkar, Y. (2024). Cultural heritage management and sustainable development: Major themes and research trajectories. Journal of Electrical Systems, 20(6s), 2417-2431. doi: 10.52783/jes.3224.
  32. Rodrigues, C., & Schmidt, H.J. (2021). How the creative class co-creates a city’s brand identity: A qualitative study. Journal of Creating Value, 7(1), 19-43. doi: 10.1177/23949643211010594.
  33. Sarmento, T., & Quelhas-Brito, P. (2022). Visual identity of cities: Designers’ tools and meanings. Journal of Place Management and Development, 15(2), 182-201. doi: 10.1108/JPMD-06-2020-0056.
  34. Shank, I. (2017). How Milton Glaser’s iconic logo made the world love New York again. Retrieved from https://www.artsy.net/article/artsy-editorial-logo-made-love-new-york.
  35. Song, L. (2014). Urban colour image recognition design. Beijing: China Architecture & Building Press.
  36. Sooke, A. (2011). Milton Glaser: His heart was in the right place. The Telegraph. Retrieved from https://www.telegraph.co.uk/culture/art/art-features/8303867/Milton-Glaser-his-heart-was-in-the-right-place.html.
  37. Stoimenova, B. (2017). Visual brand identity design. In Marketing – experience and perspectives (pp. 346-353). Varna: University of Economics.
  38. Su, Y. (2024). Research on the construction of intangible cultural heritage urban brand based on CIS strategy in Dongguan Shilong Town. Cultural Relics Identification and Appreciation, 19, 162-165. doi: 10.20005/j.cnki.issn.1674-8697.2024.19.038.
  39. Tajik, M., & Masoudi Amin, Z. (2023). Brand strategy in the visual identity of Tehran museums. Bagh-e Nazar, 20(121), 5-20. doi: 10.22034/BAGH.2022.346119.5204.
  40. Zhang, D.G., & Sun, X.Y. (2007). City positioning shapes city brand. Economic Research Guide, 9, 172-173.
  41. Zhang, L.L., Wu, Y., & Ding, W. (Eds.). (2023). Visual symbol design. Shanghai: Donghua University Press.
  42. Zhang, X.D. (2023). Research on urban brand image system design. Beijing: Chemical Industry Press.
  43. Zhang, Y. (2020). Research on the design of historical city image logo. (Master’s thesis, Hefei University of Technology, Hefei, China). doi: 10.27101/d.cnki.ghfgu.2020.001636.

Suggested citation

Liu , Q., & Shmelova-Nesterenko, O. (2025). Typological analysis of cultural heritage applications in city brand identity design. Art and Design, 8(3), 46-57. https://doi.org/10.30857/2617-0272.2025.3.4