*Editor’s note: The number of global Hallyu (Korean Wave) fans is approaching approximately 225 million, according to the 2024 report by the Korea Foundation. The surge in fans marks the dawn of the "Digital Silk Road" era, where communication transcends the limitations of time and space, enabling real-time interaction across the globe. Truly, we are in the era of "Hallyu 4.0."

 

Suk Soo-sun's Design Management Story: A Hopeful Roadmap for Urban Innovation

Contributed by Suk Soo-sun (professor at Yonsei Graduate School of Communication & Arts)

 

 

 

Urban innovation has long been a shared aspiration for both residents and policymakers worldwide. Even during the Roman era, the installation of water and sewage systems revolutionized cities, while Peter the Great’s transformation of Saint Petersburg under Imperial Russia reshaped history.

 

The introduction of a grid-like road structure, wide boulevards, and public parks under Peter’s leadership significantly influenced the urban planning of other Russian cities. Since then, all Russian cities have followed his urban design principles.

 

▲ Portrait of Peter the Great, captured from Namuwiki. (PHOTO NOT FOR SALE) (Yonhap)

 

◇ Challenges in Urban Branding Innovation

 

Urban innovation naturally leads to the development of a city’s unique branding. In modern times, the most crucial element of urban branding is public participation.

 

Encouraging residents to actively engage in the city branding process is a fundamental principle of democratic decision-making. Public involvement enhances the credibility and authenticity of a city’s brand while fostering a sense of pride among residents. Consequently, cities around the world are implementing various initiatives, such as citizen-driven competitions, to encourage participation.

 

However, urban branding efforts based solely on public input have often fallen short during the implementation phase. Without a strategic approach and professional expertise, the resulting brand image may fail to accurately reflect the city’s identity.

 

Conversely, a lack of public involvement in the early stages of branding development poses another issue. When branding projects are entirely outsourced to consulting firms, local community perspectives may not be adequately represented.

 

This often leads to a disconnect between the city’s branding and its residents. In many cases, advisory and evaluation panels have been composed mainly of marketing and public relations experts, while branding specialists were excluded. The absence of specialized input has frequently resulted in subpar outcomes—a problem I have observed for many years.

 

Political interference further complicates the process.

 

In some instances, newly elected officials, driven by a desire to erase the legacy of their predecessors, have disrupted carefully planned branding strategies. Decision-making inefficiencies also arise from bureaucratic caution and interference by non-experts, leading to rushed designs and underdeveloped branding concepts. Additionally, relying on public votes for selecting logos and slogans often results in uninspired choices due to a lack of clear branding philosophy.

 

Another critical issue is the lack of a cohesive collaboration framework. Weak communication and cooperation among design firms, government officials, and advisory panels frequently result in blame-shifting and inefficiencies. Furthermore, the one-way communication approach with residents fosters dissatisfaction and negative perceptions.

 

These challenges pose significant obstacles to the successful execution of urban branding initiatives, highlighting the urgent need for ongoing improvements.

 

The solution lies in actively incorporating the expertise of design professionals in the city branding process.

 

Experts can analyze a city’s unique characteristics and culture to develop an effective branding strategy. Their creative and strategic vision allows them to refine public input into visually compelling elements that authentically represent the city’s identity.

 

Through this process, cities can establish a strong, cohesive brand image that effectively communicates their distinct character and values. Ultimately, urban branding efforts that integrate design expertise will enhance community pride, strengthen social cohesion, and bolster the city’s positive reputation.

 

The recent development of Seoul’s new brand, "Seoul, My Soul," is a particularly noteworthy case.

 

Starting in August 2022, the Seoul Metropolitan Government launched a public competition to gather words that best represent the city’s identity. This input was used to develop branding slogan options, with "Seoul, My Soul" emerging as the final selection after two rounds of preference surveys, receiving 63.1% support.

 

▲ Seoul’s new brand "Seoul, My Soul," captured from the Seoul city website. (PHOTO NOT FOR SALE) (Yonhap)

 

Additionally, in February 2023, Seoul introduced a redesigned city mascot, Haechi, along with new representations of the Four Guardian Beasts (Blue Dragon, White Tiger, Vermilion Bird, and Black Tortoise), marking the first major update in 15 years. The color of Haechi changed from yellow to pink, with additional blue tones added to its ears, arms, and tail.

 

These guardian figures symbolize their role in protecting the city, engaging with citizens, and fostering communication—reinforcing Seoul’s evolving urban identity through innovative branding.

 

▲ Haechi and Soul Friends poster, captured from the Seoul city website. (PHOTO NOT FOR SALE) (Yonhap)

 

◇ Core Strategies for Urban Branding

 

Urban branding should not be viewed merely as a marketing concept.

 

Rather, it is a strategic approach aimed at fostering a positive perception among residents and visitors while promoting sustainable development. To effectively implement this strategy, several key elements are essential.

 

First, developing a strong visual identity is crucial. Logos, color schemes, and typography play a pivotal role in enhancing brand recognition. A well-crafted visual identity ensures that a city’s distinct characteristics are easily recognizable and memorable.

 

Second, leveraging digital platforms is essential. Cities must utilize social media, websites, and mobile applications to share their stories and experiences. Effective digital engagement enables broader communication with a global audience.

 

Third, utilizing tourism and events is a powerful tool for strengthening a city’s brand image. Hosting cultural festivals, sports events, and various public celebrations can significantly boost a city’s appeal and global recognition.

 

Fourth, focusing on sustainable development is vital. Implementing eco-friendly policies and sustainable urban planning aligns with modern societal expectations. A strong environmental commitment enhances a city's attractiveness and long-term viability.

 

Fifth, building strategic partnerships is necessary. Collaboration with businesses, government agencies, and nonprofit organizations fosters a comprehensive branding approach. Engaging various stakeholders helps amplify the city’s brand value and image.

 

▲ A photo of Shinsegae Department Store's media wall, provided by Seoul city. (PHOTO NOT FOR SALE) (Yonhap)

 

Lastly, conducting competitive analysis and performance evaluation is critical. Analyzing other cities' branding strategies helps identify strengths and weaknesses, allowing cities to refine their brand positioning for a competitive advantage. Continuous feedback through surveys and performance assessments ensures ongoing improvement.

 

Each of these elements is fundamental to successful urban branding. By integrating these components seamlessly, cities can develop and sustain a compelling brand identity.

 

Actively incorporating insights from design experts will further enhance the effectiveness of these strategies. Ultimately, expert-driven urban branding strengthens community pride, enhances a city's positive image, and serves as a hopeful roadmap toward urban innovation.

 

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