*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: Essential Elements of City Branding
Contributed by Suk Soo-sun (professor at Yonsei Graduate School of Communication & Arts)
The author, working in the field of design, has had the opportunity to visit various cities abroad for business. These trips primarily took place in urban centers rather than tourist attractions.
One particularly intriguing observation from these numerous business trips was that most cities the author visited were "branded" through a consistent design philosophy rooted in their unique identities. This kind of city branding goes beyond mere aesthetics; it is a powerful strategy that makes a city memorable and ensures its sustainability.
London, England, has maintained the same logo and typography for its underground subway system for over a century, establishing a consistent urban image. The pride of being the city where the world’s first subway system was launched in 1863 is reflected in the London Underground’s iconic logo—a deep blue bar cutting across a red circle, evoking the imagery of a UFO. This distinctive design was created over a hundred years ago through the collaboration of typography artist Edward Johnston, architect Charles Holden, then-underground manager Frank Pick, and designer Harry Beck. It was during this period that they also introduced the color-coded subway map, which has since become the global standard.
Amsterdam, Netherlands, effectively expressed its identity of diversity and inclusivity through the slogan "I amsterdam." The Netherlands takes pride in its long history of welcoming individuals persecuted in their home countries for their beliefs or ideologies, and tolerance is one of its defining characteristics. In fact, a 2019 European Union (EU) report on racial discrimination found that the Netherlands, along with Sweden, had the lowest levels of discrimination against Asians within the EU.
The power of design in shaping a city’s identity is undeniable.
 |
| ▲ Amsterdam slogan (L) and London Underground logo, captured from Namuwiki. (PHOTO NOT FOR SALE) (Yonhap) |
◇ The Power of Design in Shaping Urban Identity
City branding is a comprehensive and strategic approach that communicates a city’s unique character to its residents, visitors, businesses, and investors. By highlighting a city’s distinctive qualities and fostering a positive image, branding plays a crucial role in promoting tourism, economic growth, and local pride.
Originally, branding emerged as a strategy to differentiate products and services in the market, but city branding is far more complex. It involves a harmonious combination of cultural heritage, history, visual symbols, mascots, slogans, mission and vision statements, as well as core values, all of which together form the city’s "brand identity."
A well-crafted city brand leaves a lasting impression on people’s minds, ensuring that the city is remembered as a unique and appealing destination. City slogans, in particular, play a crucial role in conveying a city’s identity and allure in a concise yet powerful manner. A well-designed slogan attracts tourists, encourages corporate investment, and instills a sense of pride among residents, making them feel like an integral part of their city.
◇ Strategies for Successful City Branding
The goal of city branding is to clarify the experiences and values a city offers, attracting tourists, businesses, and residents. It has clear benefits in economic, cultural, social, and administrative aspects.
One of the most notable effects of city branding is its economic impact. A well-designed city brand serves as a powerful tool for attracting tourists and investors. By enhancing a city’s appeal and fostering trust, branding significantly influences decisions related to business, travel, and investment.
For instance, a positive image shaped through branding not only instills anticipation among people but also facilitates business attraction and job creation, ultimately revitalizing the local economy.
City branding is also an effective strategy for reviving regions on the brink of decline. The revenue generated from branding can be reinvested into social infrastructure, such as roads, parks, and cultural facilities, providing tangible benefits to residents.
City branding establishes a city’s unique identity by leveraging its history and cultural assets. This process goes beyond aesthetics, reinforcing originality and individuality. A cultural approach to branding offers visitors a compelling experience while expanding cultural opportunities for local residents.
 |
| ▲ Amsterdam canal, captured from Pixabay. (PHOTO NOT FOR SALE) (Yonhap) |
Furthermore, by improving the physical landscape of a city, the overall image becomes more refined, fostering a distinct identity. This transformation positively impacts both tourists and residents alike.
Another crucial benefit of city branding is its social impact. A well-maintained and attractively branded city instills a sense of pride and belonging among its residents. When people feel connected to their city, their sense of satisfaction and community solidarity strengthens. City branding, therefore, enhances social cohesion and encourages a positive perception of the city among its residents.
Additionally, a strong city brand enhances a city’s competitiveness in the global market. By differentiating itself from other cities, it secures a competitive edge and paves the way for sustainable growth.
City branding also improves urban management efficiency by integrating various urban elements under a consistent identity. By clearly defining a city’s direction, all policies and plans can be aligned cohesively. This systematic approach strengthens a city’s sustainability and contributes to achieving its long-term vision.
 |
| ▲ London Underground, captured from Pixabay. (PHOTO NOT FOR SALE) (Yonhap) |
◇ Successful City Branding Strategy
The success of city branding depends on several key factors.
First, it is essential to establish a clear identity. A city must shape its unique character by reflecting its history, culture, and values, leaving a lasting impression on both visitors and residents.
Second, delivering a consistent message is crucial. The core message and vision of the brand must be communicated continuously and coherently to build trust. This is realized through visual elements such as the city’s slogan, logo, colors, and typography. A strong visual identity makes the brand easily recognizable and memorable, further enhancing the city’s appeal.
Third, the participation of local residents and stakeholders is indispensable. Interaction with the community throughout the branding process is vital to creating an authentic brand image. When residents are actively involved, their sense of connection with the city strengthens, and the credibility of the brand increases.
Ultimately, city branding is not just about enhancing the external aesthetics of a city but about comprehensively developing and elevating its values and experiences. Successful city branding preserves and amplifies a city's identity and uniqueness, driving sustainable growth, instilling pride in its residents, providing visitors with a memorable experience, and fostering trust among businesses and investors.
A city that evolves through branding transforms beyond a mere place of residence into a destination that people love and aspire to visit.
City branding, which harmonizes design, strategy, and community participation, offers a vision for the future of urban development. This underscores the significance of design in shaping cities.
(C) Yonhap News Agency. All Rights Reserved
