Typological analysis of cultural heritage applications in city brand identity design

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.