SlideShare a Scribd company logo
1 of 80
Download to read offline
City branding:
from theory to practice
Case histories of cities succeeding
in creating a new logo:
Bologna
Eurocities Working Group on City Branding and Attractiveness
Genova
10–11 April 2014
Bologna City Branding
Roberto Grandi
1
A briefing for the city brand
1–Identification of the most significant features
of the identity of the city of Bologna
2–Definition of the repositioning of the city
3–Identification of narrative structures to tell
the new positioning of the city
A briefing for the city brand
The aims of the project
Bologna City Branding 3/80
A briefing for the city brand
The BCBP devoted the first five months to extensive research aimed at analysing perception
of the current international (national) brand image of Bologna and at identifying the traits that
characterise its desired identity.
The international (national) image of Bologna was analysed by:
 
1–Giving a questionnaire to a sample of foreign/italian citizens who have visited and or stayed
in Bologna in recent years (questionnaires completed 405, of which 250 in English and 155
in Italian) (October 2012 – February 2013)
2–Recovering data resulting from research carried out previously on the perception by
residents
3–“Reputational”/”Sentiment” analysis of the presence of Bologna on the net, which
examined 20.000 texts (during the period December 2012 – February 2013): posts and
comments made available on the internet (forums, blogs, social networks, etc.).
The International and National Perception
of the Image of the city of Bologna
Bologna City Branding 4/80
The desired identity (Aspirational brand identity) via:
1–Seven Focus Groups, which saw the participation of around
90 significant witnesses from the city, representing the
economical, cultural, social and institutional world.
(January and February 2013)
2–#Caroamicotiinvito – an online contest to gather stories
about the city in the words and pictures of its citizens.
(March 2013)
3–The results of the Metropolitan Strategic Plan.
The desired identity
A briefing for the city brandBologna City Branding 5/80
We want to guide the visitor to discover Bologna in the most natural and instinctive
way possible. Regardless of his inclinations and cultural interests, he/she must be given
the opportunity to be his/her own guide.
	
We want to suggest random immersion, not a prearranged itinerary, and not even
a priority choice. We do not want to be the ones to tell him/her what is important for us;
we want him to discover the details that are of interest to him/her. We do not want
to tell him/her about Bologna, but rather it must be he who offers us his/her personal story.
We can offer a city with a contemporary, vital, experimental image, not just history
and museums.
A briefing for the city brand
A briefing for the city brand 6/80Bologna City Branding
The invitation to wander and lose oneself in Bologna, a city where both human and sensorial
relationships are inseparable. Walking through Bologna’s porticoes is the experiential key that
we can offer the visitor: a unique and multifaceted perspective of the past and the present.
We want people from all over the world to be tempted to come to Bologna because this is an
open city, innovative and welcoming, where you can enjoy authentic experiences and emotions
in keeping with your own inspirations.
Bologna as an open code which give to everybody the possibility to write his/her own history.
A briefing for the city brand
A briefing for the city brand 7/80Bologna City Branding
Among the over 500 proposals received, the jury has selected the winner: the group of authors
Matteo Bartoli and Michele Pastore (Trieste)
“The project … proposes a dynamic and open system of identity able to set going processes
with the participation of all the population of Bologna, and visitors and institutions.
The system, proposing an open code, places at the center of communication, as the principal
player, the citizen, and envisions the city of Bologna not only as architecture and physical space,
but as the result of a summation of individuals, businesses, vicissitudes, ideas and visions.
The project is not limited to proposing an identity system visible through a single graphic
proposal but proposes complete development of all artefacts, online and offline. Despite the
complexity of the concept, the project shows easy access, and is usable by anybody, of any
age, gender or culture.”
International competition to create a logo and
a payoff for the city of Bologna (July–October 2013)
A briefing for the city brand 8/80Bologna City Branding
“The problem to be addressed, in studying a possible
visual identity for the city, it was therefore twofold:
first, to live together in a “brand” the multiple facets
and infinite perceptions of the city-that constitute what
“is Bologna”.
on the other hand, provide the system of sufficient
strength and visual coherence to be perceived as such,
and thus be an effective tool of connection and tangible
enhancement of all these qualities.”
Brand New (on line magazine)
A briefing for the city brand 9/80Bologna City Branding
2
What is Bologna?
—
The identity
of Bologna
is given by a set
of unique
tangible elements
Colli
Torre degli Asinelli
Piazza Maggiore – Archiginnasio
Basilica di Santo Stefano – San Michele
Montagnola – Salaborsa – Palazzo Grassi
Palazzo d’Accursio – Palazzo dei Notai
Basilica di San Petronio – Arena del Sole
Palazzo dei Banchi – Fiera – Mambo – Teatro
Santuario della Madonna di San Luca
Fontana di Nettuno – Stadio Dall’Ara
Reno Colle di Barbiano
Portici
What is Bologna? 12/80Bologna City Branding
—
but the identity
of the city is characterized
also from a multitude of
intangible and subjective
elements
Passeggiare
Tortellini – Tagliatelle – Ragù
Piazza Maggiore – Pupi Avati – Arte
Pier Paolo Pasolini – Guglielmo Marconi
Cultura – Zuppa Inglese – Cesare Cremonini
Lucio Dalla – Fortitudo – Virtus – Lasagna
Mozart – Pazienza – Università – Friggione
Cardinal Mezzofanti – Alberto Tomba
Giorgio Morandi – Certosino
Panone – Crescentine
Festival
What is Bologna? 14/80Bologna City Branding
—
The identity
of a modern city
is the result
of the union
of all these elements
Colli
Torre degli Asinelli
Piazza Maggiore – Archiginnasio
Basilica di Santo Stefano – San Michele
Montagnola – Salaborsa – Palazzo Grassi
Palazzo d’Accursio – Palazzo dei Notai
Basilica di San Petronio – Arena del Sole
Palazzo dei Banchi – Fiera – Mambo – Teatro
Santuario della Madonna di San Luca
Fontana di Nettuno – Stadio Dall’Ara
Reno Colle di Barbiano
Portici
Passeggiare
Tortellini – Tagliatelle – Ragù
Piazza Maggiore – Pupi Avati – Arte
Pier Paolo Pasolini – Guglielmo Marconi
Cultura – Zuppa Inglese – Cesare Cremonini
Lucio Dalla – Fortitudo – Virtus – Lasagna
Mozart – Pazienza – Università – Friggione
Cardinal Mezzofanti – Alberto Tomba
Giorgio Morandi – Certosino
Panone – Crescentine
Festival
What is Bologna? 16/80Bologna City Branding
—
the project sought
to create a visual translation
for this multiplicity
building an open and inclusive
graphic system
“The graphic design proposed has sought an appropriate “translation” of this visual narrative,
building a graphics system that would give the widest range of stakeholders the ability
to contribute without specific expertise to the construction of the visual identity of the city
of Bologna. To tell this plurality of meanings and references has been designed a writing
system that replaces the graphemes of the Latin alphabet, the abstract signs characteristic.
It was thus designed an alphabet of geometric signs, due to an imaginary town typically Ita-
lian: the forms freely take up again some figurative archetypes of the Italian city of Bologna, and
more specifically (such as walls, brick mosaic, the lily and the heraldic banner of the cross citizen,
etc.).”
What is Bologna? 18/80
Brand New (on line magazine)
Bologna City Branding
3
The image of the city
—
we designed some
abstract geometric shapes
that reflect some
figurative archetypes
of the city of Bologna
Bologna City Branding: How to Create a Generative Logo
Bologna City Branding: How to Create a Generative Logo
Bologna City Branding: How to Create a Generative Logo
Bologna City Branding: How to Create a Generative Logo
Bologna City Branding: How to Create a Generative Logo
—
For each shape we associate
a letter of the alphabet.
For every concept that involves
Bologna is corresponding a symbol
generated by the forms
The image of the city 27/80Bologna City Branding
4
Writing method
—
The shapes
are positioned concentrically,
overlapping according
to fixed proportions,
creating composite figures
Writing method 30/80Bologna City Branding
Writing method 31/80Bologna City Branding
Writing method 32/80Bologna City Branding
Writing method 33/76Bologna City Branding
Writing method 34/80Bologna City Branding
Writing method 35/80Bologna City Branding
Writing method 36/80Bologna City Branding
Writing method 37/80Bologna City Branding
5
The visual identity
—
The coloring of the logos
follows a rule that requires
the use of two colors that
through the use of a given
transparency blend together
The visual identity 40/80Bologna City Branding
The visual identity 41/80Bologna City Branding
The visual identity 42/80Bologna City Branding
The visual identity 43/80Bologna City Branding
The visual identity 44/80
http://www.youtube.com/watch?v=Qq8i5l86IWw
Bologna City Branding
6
Applications
—
The system thus conceived
becomes a coordination tool
for the communication
of the institutions and organizations
involved in the project
Applications 47/80Bologna City Branding
Applications 48/80Bologna City Branding
Applications 49/80Bologna City Branding
Applications 50/80Bologna City Branding
Applications 51/80Bologna City Branding
Applications 52/80Bologna City Branding
Applications 53/80Bologna City Branding
Applications 54/80Bologna City Branding
Bologna City Branding: How to Create a Generative Logo
Applications 56/80Bologna City Branding
Applications 57/80Bologna City Branding
Applications 58/80Bologna City Branding
Applications 59/80Bologna City Branding
Applications 60/80Bologna City Branding
Applications 61/80Bologna City Branding
Applications 62/80Bologna City Branding
Stazione
Autostrade
Tangenziale
Aereoporto
Tangenziale
San Lazzaro
Stadio Dall’Ara
Torre
degli Asinelli
piazza di Porto Ravegnana,
40126 Bologna, Italia
051 647 2113 – www.èbologna.it
4.5 37 recensioni
indicazioni – cerca nelle vicinanze
Applications 63/80Bologna City Branding
—
To allow the construction
of shared identity creating
logos is open and available
through the website
(beta) ebologna.it
Applications 65/80Bologna City Branding
Applications 66/80Bologna City Branding
Applications 67/80Bologna City Branding
Applications 68/80Bologna City Branding
7
Reviews
Bologna City Branding: How to Create a Generative Logo
“This is a difficult one to judge. There are aspects of it that I like and others that irk me. (I’m not
even going to go into the merits or demerits of this being the result of a contest — the contest
happened and this came out, end of story).
The underlying concept is quite solid: a flexible, “participatory” identity based on
geometric shapes you might see around the city of Bologna as stained glass, wall or
door decorations, medieval inscriptions or drawings, etc.
	
Even if they are not shapes directly pulled from specific sources, the aesthetics are there. Typing
in a word in the microsite for the new identity lets you see the concept in action and yields you
your own “é Bologna” logo where your word and the wordmark make a new logo, i.e., “Ponies is
Bologna”
Reviews 71/80
Brand New (on line magazine)
Bologna City Branding
“The generated logos are interesting and intriguing as visual doodads but as identifiers
of a city, I am not 100% convinced.
The transparency/overlaid effect, to me (and it’s hard to pinpoint exactly why), is what takes it
from a serious proposition of city branding to just a cool graphic exercise.
The applications are attractive, though, and I can see the potential in it — it is particularly and
surprisingly convincing when used small as shown in the event materials.
Overall, it’s a curious solution that perhaps could have gone through one more layer of
refinement in how the icons are rendered and it’s still not clear when or how the city of Bologna
will use it but as fodder for us, it’s molto bene.”
Reviews 72/80
Brand New (on line magazine)
Bologna City Branding
8
City of Food
—
City Of Food is a project
created to coordinate
all initiatives on food
that take place in the
metropolitan area of Bologna
City of Food 75/80Bologna City Branding
—
The goal is to promote Bologna
as an international city of food.
	 The visual identity of this project
was created thanks to the potential
of the generative logo of Bologna.
Bologna City Branding: How to Create a Generative Logo
City of Food 78/80
http://www.youtube.com/watch?v=QXgVEPXXaQY
Bologna City Branding
—
Thank you!
è Bologna
is part of the
Bologna City Branding Project
promoted by
photo credits: Cineteca di Bologna, Biblioteca Comunale dell’Archiginnasio Bologna
©2014 – Comitato Urban Center

More Related Content

What's hot

What's hot (20)

Berlin street Art
Berlin street ArtBerlin street Art
Berlin street Art
 
Critical regionalism new
Critical regionalism newCritical regionalism new
Critical regionalism new
 
Ricardo Bofill
Ricardo BofillRicardo Bofill
Ricardo Bofill
 
Aldo rossi
Aldo rossiAldo rossi
Aldo rossi
 
Rem Koolhaas –designing the design process
Rem Koolhaas –designing the design processRem Koolhaas –designing the design process
Rem Koolhaas –designing the design process
 
Antonio sant'elia
Antonio sant'eliaAntonio sant'elia
Antonio sant'elia
 
Leon krier
Leon krierLeon krier
Leon krier
 
1.1_ INTRODUCTION - URBAN THEORY AND HISTORY.pdf
1.1_ INTRODUCTION - URBAN THEORY AND HISTORY.pdf1.1_ INTRODUCTION - URBAN THEORY AND HISTORY.pdf
1.1_ INTRODUCTION - URBAN THEORY AND HISTORY.pdf
 
Analytical approach on design theories of christopher alexander
Analytical approach on design theories of christopher alexanderAnalytical approach on design theories of christopher alexander
Analytical approach on design theories of christopher alexander
 
Rem koolhass
Rem  koolhassRem  koolhass
Rem koolhass
 
URBAN DESIGN book review
URBAN DESIGN book reviewURBAN DESIGN book review
URBAN DESIGN book review
 
Transit metropolis sreethu p r
Transit metropolis   sreethu p r Transit metropolis   sreethu p r
Transit metropolis sreethu p r
 
Bernard Tschumi Philosophy
Bernard Tschumi PhilosophyBernard Tschumi Philosophy
Bernard Tschumi Philosophy
 
Curitiba 3
Curitiba 3Curitiba 3
Curitiba 3
 
Urban Open spaces
Urban Open spacesUrban Open spaces
Urban Open spaces
 
Daniel Libeskind
Daniel LibeskindDaniel Libeskind
Daniel Libeskind
 
GUGGENHEIM MUSEUM (BILBAO)
GUGGENHEIM MUSEUM (BILBAO)GUGGENHEIM MUSEUM (BILBAO)
GUGGENHEIM MUSEUM (BILBAO)
 
FUTURE OF PUBLIC SPACES
FUTURE OF  PUBLIC SPACESFUTURE OF  PUBLIC SPACES
FUTURE OF PUBLIC SPACES
 
CITRA KOTA
CITRA KOTACITRA KOTA
CITRA KOTA
 
Untold story of chandigarh
Untold story of chandigarhUntold story of chandigarh
Untold story of chandigarh
 

Similar to Bologna City Branding: How to Create a Generative Logo

Group D_Final Presentation
Group D_Final PresentationGroup D_Final Presentation
Group D_Final PresentationYi Chen Lin
 
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC Scott Rains
 
Open museum a mobile enriched pass for art enthusiasts
Open museum a mobile enriched pass for art enthusiastsOpen museum a mobile enriched pass for art enthusiasts
Open museum a mobile enriched pass for art enthusiastsEleonora Borelli
 
Improving city centre experience. Kortrijk, Belgium.
Improving city centre experience. Kortrijk, Belgium.Improving city centre experience. Kortrijk, Belgium.
Improving city centre experience. Kortrijk, Belgium.Wonderfull
 
Incentives Icono 2009
Incentives Icono 2009Incentives Icono 2009
Incentives Icono 2009ecolome
 
Tourism in the Smart City:a Common place for tourists and residents
Tourism in the Smart City:a Common place for tourists and residentsTourism in the Smart City:a Common place for tourists and residents
Tourism in the Smart City:a Common place for tourists and residentsRegional Science Academy
 
Culture And Entertainment
Culture And EntertainmentCulture And Entertainment
Culture And Entertainmentaugustocomenius
 
Presentation non riservato 2019 low
Presentation non riservato   2019 lowPresentation non riservato   2019 low
Presentation non riservato 2019 lowIrina Suteu
 
Venice Chinese new Year 2019
Venice Chinese new Year 2019 Venice Chinese new Year 2019
Venice Chinese new Year 2019 Nicola Farronato
 
Portfolio
Portfolio Portfolio
Portfolio Ghigos
 
Beyond the Creative City - Jonathan Vickery
Beyond the Creative City - Jonathan VickeryBeyond the Creative City - Jonathan Vickery
Beyond the Creative City - Jonathan VickeryDesign South East
 

Similar to Bologna City Branding: How to Create a Generative Logo (20)

Bcn dubrovnik-tirana
Bcn dubrovnik-tiranaBcn dubrovnik-tirana
Bcn dubrovnik-tirana
 
Group D_Final Presentation
Group D_Final PresentationGroup D_Final Presentation
Group D_Final Presentation
 
B+ZL Design & Communication
B+ZL Design & CommunicationB+ZL Design & Communication
B+ZL Design & Communication
 
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC
Best Practice Guide to Accessible Routes in Historic Cities - 2013 by LHAC
 
The City of Culture
The City of CultureThe City of Culture
The City of Culture
 
Open museum a mobile enriched pass for art enthusiasts
Open museum a mobile enriched pass for art enthusiastsOpen museum a mobile enriched pass for art enthusiasts
Open museum a mobile enriched pass for art enthusiasts
 
Icono tours 2012
Icono tours 2012Icono tours 2012
Icono tours 2012
 
Improving city centre experience. Kortrijk, Belgium.
Improving city centre experience. Kortrijk, Belgium.Improving city centre experience. Kortrijk, Belgium.
Improving city centre experience. Kortrijk, Belgium.
 
Incentives Icono 2009
Incentives Icono 2009Incentives Icono 2009
Incentives Icono 2009
 
Fan expo eng_short
Fan expo eng_shortFan expo eng_short
Fan expo eng_short
 
Alessandro Deserti a SCE 2012
Alessandro Deserti a SCE 2012Alessandro Deserti a SCE 2012
Alessandro Deserti a SCE 2012
 
Tourism in the Smart City:a Common place for tourists and residents
Tourism in the Smart City:a Common place for tourists and residentsTourism in the Smart City:a Common place for tourists and residents
Tourism in the Smart City:a Common place for tourists and residents
 
Culture And Entertainment
Culture And EntertainmentCulture And Entertainment
Culture And Entertainment
 
Presentation non riservato 2019 low
Presentation non riservato   2019 lowPresentation non riservato   2019 low
Presentation non riservato 2019 low
 
Dossier Procur.arte ENG
Dossier Procur.arte ENGDossier Procur.arte ENG
Dossier Procur.arte ENG
 
Venice Chinese new Year 2019
Venice Chinese new Year 2019 Venice Chinese new Year 2019
Venice Chinese new Year 2019
 
Portfolio
Portfolio Portfolio
Portfolio
 
2017 fdw presentation eng.
2017 fdw presentation eng.2017 fdw presentation eng.
2017 fdw presentation eng.
 
BAM! & ENCATC
BAM! & ENCATCBAM! & ENCATC
BAM! & ENCATC
 
Beyond the Creative City - Jonathan Vickery
Beyond the Creative City - Jonathan VickeryBeyond the Creative City - Jonathan Vickery
Beyond the Creative City - Jonathan Vickery
 

Recently uploaded

Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 

Recently uploaded (20)

Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 

Bologna City Branding: How to Create a Generative Logo

  • 1. City branding: from theory to practice Case histories of cities succeeding in creating a new logo: Bologna Eurocities Working Group on City Branding and Attractiveness Genova 10–11 April 2014 Bologna City Branding Roberto Grandi
  • 2. 1 A briefing for the city brand
  • 3. 1–Identification of the most significant features of the identity of the city of Bologna 2–Definition of the repositioning of the city 3–Identification of narrative structures to tell the new positioning of the city A briefing for the city brand The aims of the project Bologna City Branding 3/80
  • 4. A briefing for the city brand The BCBP devoted the first five months to extensive research aimed at analysing perception of the current international (national) brand image of Bologna and at identifying the traits that characterise its desired identity. The international (national) image of Bologna was analysed by:   1–Giving a questionnaire to a sample of foreign/italian citizens who have visited and or stayed in Bologna in recent years (questionnaires completed 405, of which 250 in English and 155 in Italian) (October 2012 – February 2013) 2–Recovering data resulting from research carried out previously on the perception by residents 3–“Reputational”/”Sentiment” analysis of the presence of Bologna on the net, which examined 20.000 texts (during the period December 2012 – February 2013): posts and comments made available on the internet (forums, blogs, social networks, etc.). The International and National Perception of the Image of the city of Bologna Bologna City Branding 4/80
  • 5. The desired identity (Aspirational brand identity) via: 1–Seven Focus Groups, which saw the participation of around 90 significant witnesses from the city, representing the economical, cultural, social and institutional world. (January and February 2013) 2–#Caroamicotiinvito – an online contest to gather stories about the city in the words and pictures of its citizens. (March 2013) 3–The results of the Metropolitan Strategic Plan. The desired identity A briefing for the city brandBologna City Branding 5/80
  • 6. We want to guide the visitor to discover Bologna in the most natural and instinctive way possible. Regardless of his inclinations and cultural interests, he/she must be given the opportunity to be his/her own guide. We want to suggest random immersion, not a prearranged itinerary, and not even a priority choice. We do not want to be the ones to tell him/her what is important for us; we want him to discover the details that are of interest to him/her. We do not want to tell him/her about Bologna, but rather it must be he who offers us his/her personal story. We can offer a city with a contemporary, vital, experimental image, not just history and museums. A briefing for the city brand A briefing for the city brand 6/80Bologna City Branding
  • 7. The invitation to wander and lose oneself in Bologna, a city where both human and sensorial relationships are inseparable. Walking through Bologna’s porticoes is the experiential key that we can offer the visitor: a unique and multifaceted perspective of the past and the present. We want people from all over the world to be tempted to come to Bologna because this is an open city, innovative and welcoming, where you can enjoy authentic experiences and emotions in keeping with your own inspirations. Bologna as an open code which give to everybody the possibility to write his/her own history. A briefing for the city brand A briefing for the city brand 7/80Bologna City Branding
  • 8. Among the over 500 proposals received, the jury has selected the winner: the group of authors Matteo Bartoli and Michele Pastore (Trieste) “The project … proposes a dynamic and open system of identity able to set going processes with the participation of all the population of Bologna, and visitors and institutions. The system, proposing an open code, places at the center of communication, as the principal player, the citizen, and envisions the city of Bologna not only as architecture and physical space, but as the result of a summation of individuals, businesses, vicissitudes, ideas and visions. The project is not limited to proposing an identity system visible through a single graphic proposal but proposes complete development of all artefacts, online and offline. Despite the complexity of the concept, the project shows easy access, and is usable by anybody, of any age, gender or culture.” International competition to create a logo and a payoff for the city of Bologna (July–October 2013) A briefing for the city brand 8/80Bologna City Branding
  • 9. “The problem to be addressed, in studying a possible visual identity for the city, it was therefore twofold: first, to live together in a “brand” the multiple facets and infinite perceptions of the city-that constitute what “is Bologna”. on the other hand, provide the system of sufficient strength and visual coherence to be perceived as such, and thus be an effective tool of connection and tangible enhancement of all these qualities.” Brand New (on line magazine) A briefing for the city brand 9/80Bologna City Branding
  • 11. — The identity of Bologna is given by a set of unique tangible elements
  • 12. Colli Torre degli Asinelli Piazza Maggiore – Archiginnasio Basilica di Santo Stefano – San Michele Montagnola – Salaborsa – Palazzo Grassi Palazzo d’Accursio – Palazzo dei Notai Basilica di San Petronio – Arena del Sole Palazzo dei Banchi – Fiera – Mambo – Teatro Santuario della Madonna di San Luca Fontana di Nettuno – Stadio Dall’Ara Reno Colle di Barbiano Portici What is Bologna? 12/80Bologna City Branding
  • 13. — but the identity of the city is characterized also from a multitude of intangible and subjective elements
  • 14. Passeggiare Tortellini – Tagliatelle – Ragù Piazza Maggiore – Pupi Avati – Arte Pier Paolo Pasolini – Guglielmo Marconi Cultura – Zuppa Inglese – Cesare Cremonini Lucio Dalla – Fortitudo – Virtus – Lasagna Mozart – Pazienza – Università – Friggione Cardinal Mezzofanti – Alberto Tomba Giorgio Morandi – Certosino Panone – Crescentine Festival What is Bologna? 14/80Bologna City Branding
  • 15. — The identity of a modern city is the result of the union of all these elements
  • 16. Colli Torre degli Asinelli Piazza Maggiore – Archiginnasio Basilica di Santo Stefano – San Michele Montagnola – Salaborsa – Palazzo Grassi Palazzo d’Accursio – Palazzo dei Notai Basilica di San Petronio – Arena del Sole Palazzo dei Banchi – Fiera – Mambo – Teatro Santuario della Madonna di San Luca Fontana di Nettuno – Stadio Dall’Ara Reno Colle di Barbiano Portici Passeggiare Tortellini – Tagliatelle – Ragù Piazza Maggiore – Pupi Avati – Arte Pier Paolo Pasolini – Guglielmo Marconi Cultura – Zuppa Inglese – Cesare Cremonini Lucio Dalla – Fortitudo – Virtus – Lasagna Mozart – Pazienza – Università – Friggione Cardinal Mezzofanti – Alberto Tomba Giorgio Morandi – Certosino Panone – Crescentine Festival What is Bologna? 16/80Bologna City Branding
  • 17. — the project sought to create a visual translation for this multiplicity building an open and inclusive graphic system
  • 18. “The graphic design proposed has sought an appropriate “translation” of this visual narrative, building a graphics system that would give the widest range of stakeholders the ability to contribute without specific expertise to the construction of the visual identity of the city of Bologna. To tell this plurality of meanings and references has been designed a writing system that replaces the graphemes of the Latin alphabet, the abstract signs characteristic. It was thus designed an alphabet of geometric signs, due to an imaginary town typically Ita- lian: the forms freely take up again some figurative archetypes of the Italian city of Bologna, and more specifically (such as walls, brick mosaic, the lily and the heraldic banner of the cross citizen, etc.).” What is Bologna? 18/80 Brand New (on line magazine) Bologna City Branding
  • 19. 3 The image of the city
  • 20. — we designed some abstract geometric shapes that reflect some figurative archetypes of the city of Bologna
  • 26. — For each shape we associate a letter of the alphabet. For every concept that involves Bologna is corresponding a symbol generated by the forms
  • 27. The image of the city 27/80Bologna City Branding
  • 29. — The shapes are positioned concentrically, overlapping according to fixed proportions, creating composite figures
  • 39. — The coloring of the logos follows a rule that requires the use of two colors that through the use of a given transparency blend together
  • 40. The visual identity 40/80Bologna City Branding
  • 41. The visual identity 41/80Bologna City Branding
  • 42. The visual identity 42/80Bologna City Branding
  • 43. The visual identity 43/80Bologna City Branding
  • 44. The visual identity 44/80 http://www.youtube.com/watch?v=Qq8i5l86IWw Bologna City Branding
  • 46. — The system thus conceived becomes a coordination tool for the communication of the institutions and organizations involved in the project
  • 63. Stazione Autostrade Tangenziale Aereoporto Tangenziale San Lazzaro Stadio Dall’Ara Torre degli Asinelli piazza di Porto Ravegnana, 40126 Bologna, Italia 051 647 2113 – www.èbologna.it 4.5 37 recensioni indicazioni – cerca nelle vicinanze Applications 63/80Bologna City Branding
  • 64. — To allow the construction of shared identity creating logos is open and available through the website (beta) ebologna.it
  • 71. “This is a difficult one to judge. There are aspects of it that I like and others that irk me. (I’m not even going to go into the merits or demerits of this being the result of a contest — the contest happened and this came out, end of story). The underlying concept is quite solid: a flexible, “participatory” identity based on geometric shapes you might see around the city of Bologna as stained glass, wall or door decorations, medieval inscriptions or drawings, etc. Even if they are not shapes directly pulled from specific sources, the aesthetics are there. Typing in a word in the microsite for the new identity lets you see the concept in action and yields you your own “é Bologna” logo where your word and the wordmark make a new logo, i.e., “Ponies is Bologna” Reviews 71/80 Brand New (on line magazine) Bologna City Branding
  • 72. “The generated logos are interesting and intriguing as visual doodads but as identifiers of a city, I am not 100% convinced. The transparency/overlaid effect, to me (and it’s hard to pinpoint exactly why), is what takes it from a serious proposition of city branding to just a cool graphic exercise. The applications are attractive, though, and I can see the potential in it — it is particularly and surprisingly convincing when used small as shown in the event materials. Overall, it’s a curious solution that perhaps could have gone through one more layer of refinement in how the icons are rendered and it’s still not clear when or how the city of Bologna will use it but as fodder for us, it’s molto bene.” Reviews 72/80 Brand New (on line magazine) Bologna City Branding
  • 74. — City Of Food is a project created to coordinate all initiatives on food that take place in the metropolitan area of Bologna
  • 75. City of Food 75/80Bologna City Branding
  • 76. — The goal is to promote Bologna as an international city of food. The visual identity of this project was created thanks to the potential of the generative logo of Bologna.
  • 78. City of Food 78/80 http://www.youtube.com/watch?v=QXgVEPXXaQY Bologna City Branding
  • 80. è Bologna is part of the Bologna City Branding Project promoted by photo credits: Cineteca di Bologna, Biblioteca Comunale dell’Archiginnasio Bologna ©2014 – Comitato Urban Center