Understanding Place Branding

UN DER STAND ING PLACE BRANDING

UN DER STAND ING PLACE BRANDING

HONORS THESIS

BY LUCY BRATTON

Understanding Place Branding All rights reserved. No part of this book may be reproduced in any form by any electronic or mechanical means (including photocopying, recording, or information storage and retrieval) without permission from the publisher.

Written by Lucy Bratton.

Design by Lucy Bratton.

Type set in Americana Std and From Where You Are. Printed by Progressive Printers Dayton, Ohio in the United States of America.

INTRODUCTION 3 BRANDING 4 PLACE BRANDING 8 SURVEY 10 CASE STUDIES

13

BRANDING DAYTON

22

CONCLUSION

33

ACKNOWLEDGMENTS 34 BIBLIOGRAPHY 35

INTRODUCTION 3

This Honors Thesis Project explores an emerging area of graphic design known as place branding.

Place branding markets the physical, economic, social, and civic qualities of a place to enhance community development. Successful city brands are derived from the histories, qualities, lifestyles, and cultures of their cities to pro-actively form partnerships between city municipalities, governments, and citizens. When created and implemented effectively, place branding has the unique ability to unite and enrich the lives of citizens. By researching place branding, conducting a place branding survey, and examining recent place branding samples, this book presents the creation of a mark and guidelines for the place branding of the city of Dayton, Ohio.

INTRO DUCT ION

4 understanding place branding

WHAT IS BRAND ING?

A brand is more than just a logo. An entity’s brand encompass the many different components that contribute to a consumer’s “gut feeling” about that entity (Neumeier, 20). This includes the visual representation, business model, public relation policies, tone of advertisements, marketing strategy, and any other element that an entity uses to convey its message. Branding is an efficient means of communicating this message with consistency and intention. This method of promotion and marketing has gained considerable momentum with the increasingly digital and visual nature of marketing and business operation in the digital age. Understanding the history, theory, and strategy behind branding is the first step in fully understanding place branding.

Branding is not a new field but has become increasingly refined and necessary in recent years.

Brand designer Debbie Millman points out that the word, brand, is, “Derived from the Old Norse word brandr, which means ‘to burn by fire,’” and continues to reveal that the first modern brand came about when the UK granted Bass Ale the very first trademarked brand. Millman goes on to wonder at how, “A little more than a century later, we are living in a world with over one hundred brands of bottled water” (Brand Thinking and Other Noble Pursuits, 30). This increase of choices has created an even greater need for entities to distinguish themselves through effective visual communication. Designer David Pink speaks to this point by analyzing how branding has become a way for individuals to affiliate themselves with

branding 5

Logos designs by Paul Rand, Rob Janoff, Lindon Leader, Jim Schindler, Saul Bass, and Frank Mason Robinson.

6 understanding place branding

people, products, or ideas in a “deeply tribal” way (Popova, 10). This desire to belong to a group through association has fueled the development of branding throughout history.

Branding is a unique combination of radical simplicity and extreme complexity. When creating a brand a graphic designer is charged with representing an entire entity with just a few shapes and letter forms. Designer Paul Rand famously said that a logo should be “Simple, elegant, economical, flexible, practical and unforgettable” (Adelaide, 2). As if that were not an impossible order to fulfill, designer Michael Bierut says that “The truth about logos is that they are not that hard to do…It’s not the actual logo but how it is used” (Adelaide, 4). According to these two prolific logo designers, not only does a brand’s mark have to accomplish the grueling task of conveying meaning through simplicity but if that mark is not implemented correctly it will still be ineffective. Designer Alex Bogusky points out the role that branding and design play in influencing society by saying that “Design has to instruct culture, and then culture makes the change. The power of design is that it can start to create the awareness” (Beltrone, 3). Ultimately, there are many factors which must be considered when a designer is branding an entity.

The development of modern brand strategies by branding firms has helped make branding easier to create and implement successfully. The four main types of marks that brands utilize are wordmark, pictoral, abstract iconography, and graphic

Logo designs by Michael Bierut.

branding 7

systems (Adelaide, 4). Once and identity firm has selected which of these will be most effective for a given entity, they then must create it and develop a plan for how it should be used. One way to go about this process is presented by Brandstruck.

Brandstruck is an “Online database of brand strategy case studies� and analyzes the world’s top brands by breaking them down to essence, values, and character (Brandstruck.co). The site then assigns a personality to the brand such as caregiver, creator, explorer, hero, innocent, jester, lover, magician, outlaw, regular guy, ruler, or sage. These categories illustrate how a good brand must capitalize on the unique personality of an entity and use that as their guide to direct the brand. Sites like these and the growth of the field of branding has helped make visual communication through branding much more effective and competitive in a world of boundless options. Understanding the history, theory, and strategy of branding helps clarify the role that place branding has within its context.

8 understanding place branding

WHAT ABOUT PLACE BRAND ING?

Place branding is an emerging area of design which takes existing branding principles and applies them to the presentation of places. The brand consultancy Saffron, which specializes in studying city brands defines place branding as, “the average perception and association of ideas that people have of a place” and is consequently an “approximation” of the a place’s perception (Navarro, 1). A good place brand “Can help a city to attract everything from tourists to investors to talent. It can help promote exports. It can boost residents’ pride” (North, 8). These benefits make place branding a practical and necessary investment for any place that is seeking development. It is necessary to examine the history, theory, and strategy of place branding in order to understand how it can enhance community wellbeing.

This area of branding builds upon prior ways of place representations such as seals, slogans, flags, and coats of arms (Mars). Place branding presents a way for a place to move forward with consistency and determination.“Where we live affects how others view us and how we view ourselves” (The State of Black Dayton: Opportunities Lost). Weather pertaining to physical geographic features or simply social perception of a place, where you live determines many factors about your identity. Place branding, when understood fully, can be connected with the growth of community involvement and pride of place which can ultimately lead to the growth of national identities, patriotism, and country loyalty. In fact, place branding also plays a role is globalization

PLACE branding 9

of an entire nation or even planet. (Aronczyk) Place branding builds upon these existing ways to promote place through implementing the modern understanding of branding to convey these loyalties promote the assets of a place.

Place brand theory reveals that place branding works best when emphasizing the authentic assets of a place. Chris Fair of the Resonance Consultancy emphasizes that, “Places are powerful. Neighborhoods, cities and nations create energy and excitement. Places connect us to one another in ways that online worlds cannot” (Place Branding Report, 1). This unique energy of place is what must be fostered if a place brand is to realistically promote growth in a community. José Torres of Bloom Consulting further declares that, “There’s something special about every city. City branding isn’t about inventing something; it’s about discovering what’s already there” (North, 5).

This need to emphasize or grow already present and authentic assets is one aspect of good place brands that have actually enhanced their communities. Case studies are essential to understanding how city branding and place branding can work and be improved upon (Dinnie, 25). This gleaning of best practices from other cities is much like the process of creating a place brand which requires the coordination of many different groups to promote their place with one voice.

Because a place brand must be closely connected with the political and societal environment of a place so that it can harness citizens and businesses energies and loyalties to, “inspire renewed

commitment to community wellbeing” (Van Ham, 17). Place branding affects everyone connected to a city from residents to visitors, investors to business owners. City Metric, a place brand analysis firm says that “The place branding project starts with the development of a shared vision” and that a place brand must bring people together using holistic, unifies, sustainable, “journeys” (North, 20). The most successful city brands “have used strategic partnerships that unite city and state governments, universities, companies, and entrepreneurial minds to create environments where innovation can thrive” (Olenski, 3). For this reason, place branding is often referred to as place creation or location branding.

One way to practically create this journey of place branding is to break it won into five steps.

First a place must formulate project goals to create a shared vision, mission, objectives. Second, the current brand of the place must be analyzed to ascertain the perceived identity of the place.

Next, the place brand essence must be designed to formulate authentic brand values that create a sense of belonging and purpose; authenticity; consistency and sensory appeal. The place brand must then be implements in a visible and consistent manner. Lastly, and most importantly, the place brand must be monitored and consistently re-evaluated after implementation to assure that the brand is working as planned and to adjust if it is not (Govers, 60-100). Place branding builds upon past connections to place to foster growth for the betterment of communities.

10 understanding place branding

SUR VEY

In order to gain a better understanding of place branding, I conducted a survey of 17 University of Dayton Department of Art and Design graphic design alumni. Through this survey I sought to discover how much professional graphic designers from the University of Dayton understand about place branding. These participants came from various cities across the United States, hold various creative positions, and have a variety of experience levels. However, they are united in their common graphic design education and experience living in the city of Dayton while attending the University of Dayton. This survey was securely and anonymously conducted Online to make it most convenient for participants. The survey featured 10-13 questions depending on a participant’s answers. The data collected form this survey helped inform which case study cities I researched. The responses confirmed my hypothesis that individuals more easily understand the concept of place branding when they consider it in the context of places they can relate to. The following charts display some of the most enlightening data collected through this place branding survey.

HAVE YOU EVER HEARD OF PLACE BRANDING?

survey 11

HOW WOULD YOU DEFINE PLACE BRANDING? “Branding of a specific place or city to make identifiable” “By the name I would think it is branding for a specific place or location such as a city or park Branding for a city or location” “Perception of a ‘place’” “Branding and support for a local neighborhood” “Gives a certain location a face through branding and marketing” “Branding of a specific place” “Branding field the experience you may have in a place” “Brand that is known for its location” “Projected ‘image’ of a place/region/city intended for people who don’t live there” “The visual and verbal messaging associated with a city” “A solid look, feel and vibe that is given to a city to communicate how it is special or different from other places” “The visual vibe of a city”

ARE YOU AWARE OF THE EXISTENCE OF A BRAND THAT REPRESENTS YOUR CITY OF RESIDENCE?

1 understanding place branding

case studies 13

NEW YORK The I Love New York brand is recognized and imitated worldwide. In 1970 when this brand was created, the city of New York was economically depressed and crime ridden (Cush, 5). In response to this the New York State Department of Commerce initiated a campaign to promote tourism and uplift morale and contacted graphic designer Milton Glaser to give visual form to this message. Glaser planned only for his design to serve its immediate purpose in the New York branding campaign. However, the brand quickly grew in popularity and to this day the “I Love New York” brand is one of the most recognized, celebrated, and imitated in the world (“A Brief History of the ‘I Love New York’ Logo”).

Notably, the brand again played a major role in uplifting New York after the devastation of 9/11.

Glaser’s place branding mark turned icon revitalized the city of New York in the 1970s and is still used today to capture the essence of New York City as a worthy, desirable, lovable place.

Highlights of this place brand include being designed by a native of New York, its harmonious use of symbol and typography, its consistent and frequent implementation, and its versatility.

CASE STUD IES

14 understanding place branding

AMSTERDAM

BARCELONA “Everyone loves Barcelona” (Brotons, 4). Barcelona is another of the most admired cases of place branding today. “But how exactly do you brand a city? Getting the City Council behind the idea might be a good starting point. It has certainly paid dividends in Barcelona” (Brotons, 7). Barcelona has managed to create a consistent, positive image by taking into account the city’s vast cultural assets such as the Barcelona Design Museum, love of the local soccer team, and Mediterranean lifestyle and adapting its one mark to each aspect of the city’s needs. Its use of a consistent “B” form throughout their city municipalities which have been adapted each time is a great example of brand versatility that has paid off.

When I began researching place branding and looking into cities to study, Amsterdam was the first on nearly every list. “I amsterdam has become not only a part of the cultural identity [of the city], but a landmark” (Stamp, 2). I amsterdam is used by the city as their official slogan (“Welcome to Amsterdam”, 1). The brand emerged from the Amsterdam Partners which is a group of public and private partnerships coming tougher to celebrate the assets of Amsterdam in hopes of altering the perception of the city away from some of the negative associates of the city such as prostitution and drug use to the core values of the city which they identify as creativity, innovation, and its spirit of commerce (Iamsterdam.com). Highlights of this brand include its reference to Amsterdam’s previous identifiers in its coat of arms and flag, the acknowledgment of city values as the driving force being the brand, and its consistent use of typography and color in both its digital and physical mark variations.

case studies 15

CHICAGO In my Place Branding Survey, one participant summed up the Chicago, Illinois place brand by simply saying, “It’s timeless” and that, “People in Chicago are proud to live there and it radiates through the city.” The flag of Chicago, like Glaser’s New York place brand, has become a rallying cry for residents and visitors alike to express their fondness for their city. Chicago’s place brand is city sponsored. The city adopted Wallace Rice’s flag design in 1917 but it is a different sort of mark as it is less formal and entirely symbolic of the city. The blue stripes represent the importance of the water features of Chicago. The four stars represent Fort Dearborn, the Great Chicago Fire of 1871, the World’s Columbian Exposition of 1893, and the Century of Progress Exposition of 1933. Chicago’s place brand does an excellent job of capitalizing on city history to promote the growth and development of the city for the future.

16 understanding place branding

AUSTIN “Keep Austin Weird� has become the unofficial brand of Austin, Texas to great success. This grassroots place brand illustrates the many different ways in which a place can market itself. Keepaustinweird.com is an eclectic website which has emerged form this slogan to promote all the unique, unrefined, and magical qualities that make Austin special (Salzman, 4). This place brand emphasizes local engagement and creative individuality which has become a captivating brand for the city which fosters loyalty and appreciation of the city of Austin.

case studies 17

PORTLAND Portland, Oregon, like Cleveland and Austin, has a place brand that is not city sponsored but has done an excellent job sending out its message that “Settling isn’t in our DNA” (Treavelportland. com). This quirky place brand is the definition of accessible. This brand promotes Portland through sponsored and branded images, videos, social media, magazines, maps, window decals, as well as one 50 and a 100 word synopsis of what Portland has to offer visitors and residents alike that are totally free for download by any interested party. It highlights attractions like recreation opportunities, craft breweries, and efficiency of transportation offerings. With the tag line of “You can, in Portland” this brand truly encourages and uplifts the adventure aspect of its city and encourages people to get out of their comfort zones.

CLEVELAND A strong place brand for the city of Cleveland is the Destination Cleveland brand. This private non-profit convention and visitors bureau works to encourage tourism, business, and community enjoyment in Cleveland, Ohio (Thisiscleveland. com). By capitalizing on the history of Cleveland and its assets such as the Rock and Roll Hall of Fame and Museum of Contemporary Art, this brand has created a fresh face of trendy, hip, city love. The mark of this brand is also memorable in its unique script which becomes a mark without the need for any additional imagery. Highlights of this brand are its recognizability and modern, accessible web implementations to foster growth in Cleveland.

18 understanding place branding

CINCINNATI “Cincinnati’s brand seeks to provide a cohesive, consistent, clear, and trusted image in the community” (cincinnati-oh.gov). Branded by locally based design firm LPK, The Cincinnati brand is bright, bold, and modern. With the colorful swoops and stylized C, it is easy to see the modern message this mark conveys of the city. This brand presents Cincinnati as a city of the arts and projects the image of a city with value with the idea of “Cincinnati as arts destination, a place of distinction” (cincinnati-oh.gov). One of its strongest assets is it was designed by a local company which is always a good start, however, the mark itself is fairly hard to adapt to different uses without the gradients it uses and is not especially unique or individual to Cincinnati.

COLUMBUS “Brand Columbus exists to help ensure each person, business and organization looking to promote this great city shares a unified message for the Region” (brandcolumbus.com). Brand Columbus it a very strong, prominent, and versatile brand. It’s use of typography and color make it very accessible and adaptable to different situations. The implementation of the mark is also very consistent and prominent in the city. Its brand guidelines state that, “The City of Columbus must be vigilant in ensuring that its brand identity is clearly communicated. Our brand is the aggregate of many elements such as our name, vision, logo, colors, and other visual and verbal touch points that identify The City of Columbus.” (City of Columbus Brand Guidelines, 3) This shows excellent brand strategy and highlights how even a very simple mark can be used effectively with a strong place brand strategy.

case studies 19

DENVER The Mile High City has taken on a new meaning in recent years as it has become a leader in cannabis. The city has embraced this new identity. “While this may seem like a risky way to position a city brand, it’s worked, primarily due to the shift in legislation and perspective regarding cannabis” (Olenski, 3). Denver’s tag line provides it with a great place brand to begin with, however, the city’s most recent mark falls short of the opportunity to capitalize on this place identity. The mark uses typography mixed with imagery like many others, however its oversimplification and stagnant color plate brings it into a childish realm which falls short of the hip and current feel of the city itself.

Dayton place branding mind mapping exercise.

22 understanding place branding

Marks currently used to represent aspects of the city of Dayton.

Branding dayton 23

Bringing my research back to the city of Dayton is imperative for me as a student at the University of Dayton who is a transient citizen of this place but who nevertheless has been influenced by the city and would like to see it realize its full economic, social, and civil potential. This experience is not unique to me but is something many college students experience and as a college student I believe it is my duty to utilize my research to enhance this city which has given me so much (Govers). So much is already happening in the city of Dayton and I would like my research to capitalize on and enhance that as designers can have such a large impact on society (How to Think like a Great Graphic Designer, 57).

In culmination of my research and quest to understand place branding, I applied my findings to the creation of a place brand for the city of Dayton, Ohio. I began by analyzing what place brands currently exist in the city of Dayton. As noted previously, a place brand can be any number or combination of marks and messages that help produce the “gut feeling� associated with a place. With this in mind, I sought to find the best examples of place branding already in existence in the city and draw from their best qualities to incorporate in a new brand that would unify all of their efforts to enhance and uplift the city of Dayton. There were many common aspects of these marks and brands that I was able to draw inspiration from. In particular, the presentation of the city name of Dayton in all caps was a common theme and can be seen in a vast array of marks and

BRAND ING DAYTON

City sponsored Dayton marks.

24 understanding place branding

Top: logo research. Bottom: preliminary logo sketches.

branding dayton 25

brands across the city. The references to flight and airplanes is also significant and notable. References to industry, the slick lines of manufacturing, and use of light blue can also be seen. In addition to these marks and brands I identified a number of tag lines and branding messages that are associated with Dayton including “Gem City,” “Home of the Wright brothers,” “Birthplace of Aviation,” “Discover a city on the rise,” and “Dayton Inspires.”

I found three current city sponsored examples of place brands for Dayton. The city seal is the most frequently used but has recently been augmented with a place brand designed by the Dayton based Ohlmann Group. This is a great step for the community and shows that it is already moving in a positive direction. This new logo first appeared in September, 2017 and came along with a much needed city website update which unified various city departments in one central location for ease of use. According to the city, the logo and place branding will be phased in over the next three to five years (Robinson, 1). It shows great

insight that the city used a local agency that began in Dayton and has been around for over fifty years to design the new Dayton mark.

Building upon these existing brands, I analyzed than many excellent qualities of Dayton which this new place brand could specifically highlight and researched the areas of challenge that this place brand could help Dayton overcome.

A good place brand should take into consideration all the assets and challenges of a city be that geographically, socially, economically, politically, or culturally. Citizens are proud of the industry and history of Dayton while also enjoying the community feel of the neighborhoods and the culture available in Dayton. “When I think of Dayton, I think of a city of industry. There is value in our history, and in our friendliness and approachability” (Esrati, 6). Additionally, the welcoming atmosphere of Dayton is considerable and is highlighted in the Welcome Dayton initiative.

“Dayton stands out in their ability to brand their city as a welcoming new home” (Wendland, 1).

Forms and marks associated with the city of Dayton.

26 understanding place branding

In moving toward the creation of a mark for the Dayton place brand, I narrowed down the list of Dayton assets to Dayton’s geographic location, natural resources, history of innovation, industry, arts, neighborhoods, and immigration. The challenges to overcome that I identified are the economic downturn, loss of industry, racial relations, and the opioid epidemic. With these in mind and taking from each of the place brand case studies that I analyzed and bolstered by the research into branding and place branding I had conducted, I began sketching. I also gathered information on how others have utilized the D form in a mark. I quickly found that the mark of the D encompassed the optimism and innovation of the city while still remaining adaptable and accessible. After moving to color sketches I digitized my ideas and explored using a dot in replacement of the counter-form of the D to highlight the geographic location of Dayton within the state of Ohio. From here I explored possible typographic treatments and colors and using different shapes for the D to highlight the winged serif which represents the history of Dayton propelling the city forward. The shape of the D turned sideways also references the shape of a speech bubble signifying how dialogue and common communication is a goal of the city which this mark would promote.

Finally, after much review and revision, the ultimate form took shape. This mark will serve as the primary identifier to carry the Dayton place brand into the future of continued innovation.

branding dayton 27

CITY of DAYTON CITY of DAYTON CITY of DAYTON CITY of DAYTON CITY of DAYTON CITY of DAYTON CITY of DAYTON

CITY of DAYTON

CITY of DAYTON

CITY of DAYTON

DAYTON

DAYTON

DAYTON

DAYTON

DAYTON

DAYTON

Left: sketch exploration of Dayton mark. Right: digital exploration of Dayton mark.

30 understanding place branding

GUIDE LINES

The implementation of this mark needs to be consistent and frequent. One of the ways in which the current Dayton place brands fall short is their implementation. A mark is only as successful as its implementation. This Dayton place brand is solid and versatile enough to me used in a number of different ways. The four uses of the mark with three text variations show how it can be adapted to different styles to accommodate different needs. The three color variations show additional options to convey the spirit of Dayton and uplift the city in a consistent and recognizable way.

The typeface Americana Std should be used in all materials to reference the type used in the mark.

The three approved colors for use in this brand are Solid Black, Sturdy Red, and Dreamer Blue. This mark should be implemented on all city websites, materials, vehicles, uniforms, and street signs. The smallest this mark should be used at is 1in and should always have a clear space of the equivalent of the diameter of the inner circle on the D to the outside. Marks with white or colored text should be used on dark backgrounds and black marks should be used on lighter backgrounds. Through proper application of these brand guidelines, this Dayton place brand will be able to consistently and effectively unify and present the many positive attributes of the city of Dayton.

branding dayton 31

Americana Std ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,.;:’?!$&”“

conclusion 33

CON CLU SION

Through my research I have found that the creation of a place branding is a complex and multifaceted journey. This Honors Thesis Project has been an exploration into bringing a more informed and comprehensive understanding of place branding to the city of Dayton. This place brand is not intended for actual implementation by the city of Dayton. Rather, it is intended to draw attention to how the development of an informed place brand can foster positive community development and how the city of Dayton could engage in this process. As a student, I have utilized those resources that were available to me such as the University of Dayton Alumni network, University libraries and resources and the talent and direction of the University of Dayton Department of Art and Design. However, through my research I have realized that to truly create a place brand that would have the greatest chance at enhancing the place it is created for, a much larger array of groups must be included from the very beginning of the place brand’s conception.

Through my research into the current understanding of place branding I sought to find practical methods to conceive and implement a place brand.

It is my hope that this research and subsequent creation of a place brand for the city of Dayton will serve to illuminate the ways is which place branding could be used to specifically benefit the city of Dayton, Ohio. It is my intention that this project will encourage further research into ways that the city of Dayton can be enhanced through place branding.

34 understanding place branding

ACKNOWLEDG MENT S

This Honors Thesis Project has been made possible through the guidance and support of many outstanding individuals and organizations.

I would like to express my deepest gratitude to the University Honors Program, the Berry Family Foundation, the Department of Art and Design, Dr. Roger Crum, Professor Jayne Matlack Whitaker, and my friends and family for their constant support, guidance, and encouragement throughout this process.

Bibliography 35

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American Academy (2007): 1-23.Clingendael.nl. Clingendael, 2007. Web. 2017.

“Welcome to Amsterdam.” I Amsterdam, I Amsterdam, 2018, 12 Feb. 2018.

Wendland, Cindy. “City of Dayton’s Branding Strategy: Make Them Feel Welcome.”

Beneath the Brand, Talentzoo.com, Accessed 22 Mar. 2018.

38 understanding place branding

This text is set in From Where You Are and Centaur MT Std. From Where You Are is a handmade typeface created

by Kimberly Geswein in 2011. Centaur MT Std is a serif Oldface typeface created by Bruce Rogers in 1470.