Image source@Visual China
Text: Shi Zhangqiang brand camp
In recent years, building a city super brand symbol has gradually become an important issue in urban management, and all provinces and cities are mining their own super brand symbols. Obviously, from the perspective of cultural genes and industrial base, there are many brand symbols in a city, and different groups have different evaluations of symbols in their hearts, so what can be called a city's super brand symbol?
As a national head brand service provider that has counseled and served more than 400 specialized and special new enterprises, more than 300 industry first brands, more than 200 listed companies and more than 100 city brands over the years, Shi Zhangqiang, the founder of Jinkun brand, believes that the slogan symbol Charge is the "super three" detonated by the city brand. The slogan solves the brand value, the symbol solves the brand awareness, and the charge solves the brand action.
The city brand symbol has gradually evolved from a concrete object that expresses the image of the city to a symbol that condenses the spirit of the city.
"The people don't know what they use every day, so the way of a gentleman is rare." Beijing Tiananmen Square, Shanghai Lujiazui, Chongqing Xiaomian, Wuhan Yellow Crane Tower, Xuyi Lobster, Liuzhou Snail Noodles, Putian Mazu, Yichun Called Spring, Huzhou Toilet Ring...... These city brand images are imperceptibly rooted in the hearts of the public, and contain the deep logic behind the design of city brand symbols.
Therefore, we must first understand the two key definitions of city brand symbol and super brand symbol, so as to more accurately grasp what the city super brand symbol is, so as to think about what ways and means to use to refine it.
See the logic behind the design of the city's brand symbol
1、城市logo的演变：从“I LOVE NEW YORK”到市徽
Since the middle of the 20th century in the United States, the idea of applying business philosophy to urban management has begun to sprout, and the subsequent promotion of urban marketing and urban brands has been increasing. The city logo is best known to the public is the "I LOVE NEW YORK" city logo in New York State created by Milton Glaser in 1977, which has not only attracted attention for its iconic red heart design, but also has been widely used in New York State's tourism promotion and cultural and creative product design.
With the development of marketing in Western cities, on April 15, 1985, Taiyuan City was the first city in mainland China to design and officially use the first city emblem of New China. LOGO is the meaning of logo and logo, and the development of city LOGO with a certain correlation with the mainland city logo is the transformation of city logo design from commercial LOGO. Compared with contemporary city logos, city logos are more political and legal.
2. Definition of city brand symbols
In recent years, with the rise of new media and social marketing, more and more cities such as Chongqing, Xi'an, Chengdu, and Changsha have become "Internet celebrity" cities. "Douyin", "Toutiao Index" and "City Brand Research Office of the National Image Communication Research Center of Tsinghua University" jointly concluded that the four attributes of BGM (urban music), Eating (local food), Scenery (landscape scenery), and Technology (scientific and technological facilities) are more recognizable urban symbols of "Internet celebrity" cities, and it is also proposed that the BEST rule is suitable for shooting urban image videos. BEST has a certain representativeness, but these are still concrete city symbols, and the more widely disseminated city brand symbols are highly condensed.
Based on the relevant theories and practical perspectives at home and abroad, the "brand" in the City Brand Logo is a systematic communication framework for name, symbol, image and even a set of communication with the audience, and its fundamental purpose is to build brand awareness and establish people's belief and loyalty to the brand.
A "logo" is a visual symbol that identifies a brand, allowing the audience to identify, remember, and understand the city more quickly. The complete city brand symbol is a comprehensive identity structure, usually consisting of graphic symbols, standard words, and slogans (slogans). In the actual implementation of the design, there is no fixed formula for the composition of each element, and one or two combinations can be selected according to the actual situation of the city brand.
3. The development of brand symbols in mainland cities
Since the end of the 90s of the 20th century, the development of Chinese city logos has a history of more than 20 years. City logo design in China started earlier in regions such as Taiwan and Hong Kong, especially Hong Kong. Hong Kong is the first city in China and Asia to launch a city brand, and many cities in China have also started to launch local city logos.
Among them, the "Renren Chongqing" logo announced by Chongqing in 2005 and the "Hangzhou" logo announced by Hangzhou in 2008 have a great influence. The influence of successful cases has made the city logo an important part of the city brand, city marketing, and even city management.
Whether it is the person in charge of the department about urban brand planning, or the passer-by in the streets and alleys, carefully recalling that the first thing that jumps out of the mainland city brand logo is very likely to be the logo of Hangzhou, out of preference for his hometown, if you want to ask him what the city super brand symbol is in his heart, he may also get the answer of "hometown is the best".
According to Baidu index data, from 2013 to 2023, the user portrait of the keyword "city brand" shows that in addition to Beijing, Hangzhou has the most exposure of city brand traffic. Beijing is the capital of mainland China, and the popularity of its city brand is self-evident, with the awakening of domestic city brand awareness, cities such as Hangzhou, Shanghai, Chengdu and Wuhan have begun to create their own urban super brand symbols.
Based on the "two bases" to form the "No. 3": use symbols to solve the problem of brand recognition
1. What is the Super Brand Symbol?
What is the Super Brand Symbol?
Combined with the above understanding, it is not difficult to think of some well-known brands......
WHY IS THE APPLE THAT HAS BEEN BITTEN AN IPHONE?
Why does a tick represent Nike?
Why is the yellow takeaway suit Meituan, and the blue is hungry?
According to semiotic theory, man is a symbolic animal, and he lives in a world full of symbols. Words, signals, guidelines, symbols, etc., in people's lives, are all made up of symbols. THE CHARM OF THE SUPER BRAND SYMBOL IS THAT IT CAN MAKE YOU HAVE A PHYSIOLOGICAL COGNITIVE ASSOCIATION WITH THE BRAND AND ITS SYMBOL, THE APPLE THAT WAS BITTEN IS AN IPHONE, BUT THE BANANA THAT WAS BITTEN IS DEFINITELY NOT AN IPHONE. The same is true for the city super brand symbol, although Huzhou and Hangzhou are in the same province, but the differentiated brand positioning and visual output make people never confuse the two cities.
2. From "two bases" to "three bases"
As a national head brand service provider that has tutored and served more than 400 specialized and special new enterprises, more than 300 industry first brands, more than 200 listed companies and more than 100 city brands over the years, Jinkun brand marketing expert group believes that the "two bases" of a city's industrial foundation and cultural genes are the super source point of a city's brand slogan symbol charge.
The "two bases" can be said to be the lifeblood of each city's development, and their genetic attributes will also have their own merits due to different urban development backgrounds, which is also the core element that needs to be focused on when building a city brand.
Based on the local regional history, historical celebrities, and works of art, the cultural genes of a city should be based on the most suitable cultural propaganda points for dissemination, reflecting the profound historical heritage of the city, and the industrial genes of a city should be based on the local industrial development situation, and the industrial development priorities should be sorted to find the industries that can best represent the city.
Through the analysis of the "two bases", we Jinkun extracted the "No. 3" of the city brand, that is, the symbol, the slogan and the charge, so that the creation of the super city brand symbol reflects the important logic behind its design.
No city's brand symbol is created out of thin air, the city's brand symbol is loved by the masses of people, can be used in various channels of urban planning, because it is closely related to the development of the two genes of urban industry and urban culture, the city brand symbol is a city business card, to become a super city brand symbol, it must first do its own information can be accurately recognized by the public.
How to find the super brand symbol of a city?
1. SWOT analysis to find their own strengths, weaknesses, opportunities and threats
SWOT analysis, also known as situation analysis, is based on the internal and external competitive environment and situation analysis under competitive conditions, and the internal strengths, weaknesses, external opportunities and challenges that are closely related to the research object are arranged through investigation and according to the matrix form, and the corresponding development strategies, plans or countermeasures are formulated in affirmation, negation, judgment and choice.
The city logo is a direct representation of the city's unique culture and spirit, and it is a distinctive symbol of the city, representing the difference between the city and other cities. However, in real life, the city logo symbol is similar except for the inlaid text. Homogeneous city logos created regardless of their own personality will not help their own publicity and marketing, and it is easier to confuse other city logos, so the positioning of urban SWOT survey in the early stage is very important. However, the biggest advantage of SWOT analysis is the macro nature, but its disadvantage is precisely that it is large and small, and the quantification is limited.
2. IFE analysis to find out the key factors affecting the future development of the city
IFE analysis is an internal factor evaluation matrix analysis, which is a qualitative and quantitative analysis tool for the advantages and disadvantages of internal factors, and its approach is to find out the key factors affecting the future development of the city from two aspects: advantages and disadvantages.
The weights are determined according to the degree of influence of each factor, ranging from 0 (unimportant) to 1.0 (very important), and the sum of the weights of all key factors is equal to 1, and then the evaluation value of 1 represents an important disadvantage, an evaluation value of 2 represents a minor disadvantage, an evaluation value of 3 represents a secondary advantage, and an evaluation value of 4 represents an important advantage.
The weights of each factor are multiplied by the score to obtain a weighted score for each factor, and finally the total weighted score of the city is calculated. A total weighted score of less than 2.5 indicates a greater internal disadvantage, and a greater than 2.5 and no more than 4 indicates a stronger internal situation.
The advantage of IFE analysis is not only the qualitative evaluation of the key factors affecting the city, but also the quantitative evaluation, which effectively makes up for the problem of SWOT analysis.
Whether it is SWOT analysis or IFE analysis, it is not possible to rely on the exclusive judgment of designers to evaluate the weight of each city brand symbol element, at least through the following three ways to collect and sort out:
1. Analyze and judge the characteristics, advantages, disadvantages, opportunities and challenges of the city by the city image construction agency;
2. Entrust non-interested urban research institutions to conduct professional research and judgment on urban elements;
3、
Allow people to provide insights in the form of polls.
"Five can be five modernizations" to refine and design the urban super brand symbol elements
As a national head brand service provider that has tutored and served more than 400 specialized and special new enterprises, more than 300 industry first brands, more than 200 listed companies and more than 100 city brands over the years, Shi Zhangqiang, the founder of Jinkun brand, has put forward the "five can be five" measurement standards and methodology system for city brand symbols that can be remembered, scenario-based, differentiated, disseminated and categorized.
The "China City Brand Influence Report (2021): Helping to Build a New Development Pattern" puts forward six prospects and suggestions for the future development of mainland city brands and regional brands, including public policy arrangements, reconstruction and improvement of governance system and governance capacity, which are: increasing city brand policies, enhancing city brand resilience, improving city brand governance, further deepening the integration of culture and tourism, and adhering to the people-centered approach. Build a brand for the business environment. This gives a direction for refining the symbolic elements of the city's super brand in terms of communication content.
Once the national 14th Five-Year Plan was released, all provinces and cities began to plan their own 14th Five-Year Plan "according to local conditions", and different provincial and municipal reports reflect the hope of building a city super brand, and from a macro point of view, the city brand symbol is an important part of the city brand building, and the design of the city brand symbol can not be separated from the local policy, economy and culture and other important basic elements, so the measurement standard of "five can be five modernizations" is also based on the urban development plan.
Judging from the Jiangchuan City Brand Symbol LOGO of Jinkun Counseling Service, which was officially released by Minhang District, Shanghai, as a framework for refining the elements of the city's super brand symbols, it is very easy to find, refine and design the direction and elements of the city's super brand symbols.
1. Memorable
Memorability is an indispensable feature of a city brand symbol, and communication science divides people's behavior into three stages: contact-memory-action, and the audience is an important subject to test the communication content.
The memory point of a city lies not only in its characteristic quality and symbol recognition focus, but also in the resilience of the city, Jinkun brand marketing expert group believes that mainland cities should further strengthen the atmosphere of urban cultural inheritance, development and innovation, create an urban development model with culture as the internal driving force, and let urban culture build the spiritual support of urban resilience; promote supply-side structural reform, create new momentum for urban development, and enhance the resilience of urban economic development by enhancing the resilience of industrial chain and enterprise development; Improve income distribution and social policy systems and other measures to enhance social inclusion, harmony and participation, and enhance residents' sense of gain. Only by grasping what the resilience of the city itself is, can the public know and remember who you are.
Xuyi from an obscure small county in northern Jiangsu overnight under the guidance of the top design of the Jinkun brand to become a famous county in Jiangsu and even the whole country, what makes it can be remembered by so many people? This is the charm of finding the city's memory point, Xuyi's lobster food was only active in Jiangsu at the earliest, and there was a competitor of Qianjiang lobster in the same period, but Xuyi seized the focus of lobster, and continued to make efforts in the city brand marketing, and finally let the whole country and the world know about the Xuyi Lobster Festival, and remember the county seat of Xuyi.
2. Scenario-based
City authorities at all levels have realized that mainland cities should strengthen the relationship between city labels and city brand positioning, do a good job in value extension, pay attention to exploring the value resources behind city labels and city IPs, and do a good job in shaping typical scenes and create typical city scenes around city labels. In addition, the business environment brand is closely related to the city's cultural brand, tourism brand and livable brand, and should make full use of the city's cultural heritage, the advantages and characteristics of cultural atmosphere, the advantages and characteristics of tourism and leisure, and the public service and environmental characteristics of human settlements, so as to build a three-dimensional advantage system for attracting investment and create a more attractive business brand.
An excellent city brand symbol must be "endlessly memorable", worthy of study, the city symbol may present only one graphic or a piece of text, but it must integrate the city's development planning, humanistic spirit and characteristic quality, different audiences see the same symbol but can produce infinite reverie for the city, so the connotation of a city super brand symbol is diversified and scene-based.
There are also many city brand symbols that fall into design misunderstandings, only see the appearance of a city when the modeling is conceived, and do not grasp the spiritual core of the city, so that the presentation of the logo is monotonous and tasteless, and the culture and style of the city cannot be experienced.
3. It can be differentiated
The creation of the city brand symbol must pay attention to the difference of the symbol, its element composition and combination must be unique, if it can not be distinguished from other cities, it will not be able to let the public have an accurate understanding of the city brand. Our Jinkun brand marketing expert group believes that to promote the construction of urban brand, we need to have the strategic thinking of the whole city, the whole region and the overall situation, and the mainland cities should formulate special plans for urban brand building, and use brand language to reconstruct the medium and long-term development plan of the city, and use this as the starting point for brand building. Only by building the city's own special plan can it better distinguish itself from the brand positioning and development strategy of other cities, so as to create its own urban super brand symbol.
Mazu was born in Putian, and its influence spread from Meizhou, Fujian Province, after thousands of years, it has had a significant impact on the maritime culture of East Asia and the South China Sea, and is known as the "Mazu culture". The Mazu belief was inscribed on the Intangible Cultural Heritage of Humanity in 2009. Putian has a long history of Buddhist culture, with a history of nearly 1,500 years. According to incomplete statistics, there are as many as 1,128 Buddhist temples in Putian, most of which are thousand-year-old temples founded in the Tang Dynasty and before the Tang Dynasty. Putian is also the location of the South Shaolin Temple, which has a history of 300 years since the Qing Dynasty was introduced to the people of Putian. Under the guidance of the top-level design of the Jinkun brand, Putian digs deep into the Mazu culture, and Putian uses the World Buddhist Forum and the World Mazu Forum to re-establish a differentiated city brand image.
4. Spreadable
In the future, in the process of building a new development pattern and promoting high-quality urban development, mainland cities should inject more of the value rationality of the "people's city" of the city brand into the instrumental rationality of the brand method, so that the city brand can truly become a value project with win-win interests.
Communication is the study of social information system and its operation of the law of science, it regards society as a large system, including the economy and culture of various subsystems interconnected structure into the operation of the social system, and the city is a subsystem from the spatial level, the city is composed of people, the society is, in the planning of the city brand, it is very important to consider the humanistic spirit of the city. Only the city brand symbol that is full of the core of the city's spirit can have more communication value and communication effect.
Chengdu's city brand symbol is not the well-known giant panda, nor is it the popular hot pot Malatang, but the four flying birds, these four counterclockwise flying birds and the hollow sun shape and the twelve rays of light emitted, inherit the myth and legend of the ancient "Golden Crow Negative Sun", and the tradition of sun worship, the unique inclusive ring in the pattern and the sun that constantly rotates around the center of the circle, which is very in line with Chengdu's openness and inclusiveness as a super-large central city in western China and an engine city for the development of the western region. A vibrant city.
5. It can be categorized
Jinkun brand marketing expert group believes that in the future, mainland cities should further activate the value ecology of urban cultural genes in tourism product innovation and tourism service expansion, develop new tourism and leisure consumption scenarios around intangible cultural heritage, cultural festivals, cultural products and even cultural values, or organically implant them into tourism and leisure consumption scenes, and at the same time continuously promote the integration of culture and tourism through a new mechanism for joint exploration and collaborative efforts from all walks of life.
In recent years, most of the "fission effects" generated by some popular "Internet celebrity cities" began with the cultural tourism module, and the category of cultural tourism can also be covered in the creation of city brand symbols with advantages in tourism resources. With cultural tourism as the breakthrough point of the city brand, it attracts the flow of urban tourists and drives the economic development of the city. For example, the Huzhou city logo of Jinkun counseling and service is a typical case, and the optimized Huzhou logo combines the Huzhou characteristic landscape Internet celebrity "toilet ring" hotel with the ancient building Feiying Tower with simple lines and blank space, integrating the modern quality of Huzhou with historical heritage, making the Huzhou logo obviously cover the major category of tourism and stimulate the audience's travel psychology.
Four types of manifestations of the city's brand symbols
1. Landscape freehand type
The main visual elements of the local landscape abstraction into the logo have always been the favored form of expression of many urban brands, the use of blue-green color matching and freehand calligraphy strokes can give people an ecological and humanistic atmosphere, but such a form of expression is too common, and the color tone is similar, which greatly weakens the recognition of the brand symbol and makes people feel aesthetic fatigue.
If you cover the name of these city logos, can you still recognize which city it is?
2. Simple and modern
In order to keep up with the pace of the times and express the hope of the city looking forward to the future, many city brands hope to condense the impression of the city through highly abstract geometric shapes or lines when changing their symbols.
3. Glyph fusion type
The city name is flexibly graphic, so that the audience can see the name of the city at a glance, the second sight is the city's characteristic products, as long as the fusion of the two is reasonable and the visual effect is comfortable, can achieve the effect of 1 + 1>2, the most classic case is Hangzhou's logo, once launched, it has been well received by the general public, and also makes Hangzhou's "Hangzhou" deeply rooted in the hearts of the people, this kind of logo performance technique also has certain limitations, when the city does not have a prominent condensed image, it is not suitable to use this technique.
4. Comprehensive types such as seals, characteristic illustrations and combination of pictures and texts
In addition to the above three main performance techniques, the city brand logo also has some forms of expression, the seal form has a strong sense of history, and there are special requirements for the positioning of the city itself, while the illustration style is fashionable and artistic, full of humanistic atmosphere, but compared with the general logo lack of conciseness, not easy to standardize, the combination of graphics and text is slightly stiffer than the glyph fusion, but it can more intuitively express the concept that the city brand itself wants to convey, in short, no matter what form is used to show the Logo, as long as it can accurately convey the brand concept, and easy to be identifiedTo be disseminated and remembered, that is a high-quality logo.
Take Hangzhou as an example to see the design and detonation of the city's brand symbol
Why can a city symbol become a super brand symbol, it is also a logo, what is its superiority, and where is the underlying logic of its creation?
Let's take Hangzhou's brand symbol as an example for analysis.
1. "Three-in-one" insight into the butterfly change of Hangzhou's city brand symbol
The "No. 3" mentioned above is a slogan, symbol and charge, "three-in-one" is the core visual element of a city brand in the launch of its brand image display, in the display of city brand symbols, often by the combination of graphic elements and slogans or charges, so that the brand image or deeply rooted in the hearts of the people or turn the tide.
In 2008, Hangzhou announced the logo of the word "Hangzhou", which was immediately loved by the public. The city logo of Hangzhou is evolved from the seal script of the Chinese character "hang", and adopts the expression technique of glyph fusion, which reflects the traditional Chinese cultural heritage, and combines the irreplaceable city name with the irreplaceable visual form, which is unique, unique and classic. At the same time, under the word "Hangzhou", there are also Chinese and English standard characters of Hangzhou and the city slogan of "City of Quality of Life", which makes a city super brand symbol born.
It is no coincidence that the design of Hangzhou's city brand symbol has become popular, which not only shows the city's cultural landscape, but also contains the core strength and spiritual quality of the city itself.
2. "Five can be five modernizations" highlights the personality characteristics of Hangzhou's city brand symbols
Hangzhou Symbol Recognition Focus includes but is not limited to the following:
1) There is heaven above, and there is Suzhou and Hangzhou below. West Lake is the first business card of Hangzhou, and it is also the only 5A-level tourist attraction in the country that does not charge fees. Hangzhou's famous tourist attractions include Yaolin Wonderland, Tongjun Mountain, Wusheng Ancient Street, Leifeng Pagoda, Yue Temple, Santan Reflecting the Moon, Su Causeway, Liuhe Pagoda, Songcheng, Southern Song Dynasty Royal Street, Lingyin Temple, Cross-Lake Bridge Ruins, etc.
2) Hangzhou Songcheng Tourist Scenic Area is located in the southwest of the West Lake Scenic Area, bordered by Wuyun Mountain in the north and Qiantang River in the south, and is the largest Song culture theme park in China.
3) Hangzhou is a pilot city for e-commerce, a pilot city for digital television, a national software industrialization base, and an integrated circuit design industrialization base.
The upper part of the character "Hang" uses the iconic warped house corners and round arches in Jiangnan architecture, reflecting traditional Chinese culture and regional characteristics of Jiangnan. The "Kang" in the right half implies the image of Hangzhou's famous scenic spot "Three Pools and the Moon". The lower part of the sign conveys the closeness of the city, ships, buildings, gardens, arch bridges and water, highlighting the unique urban characteristics of Hangzhou's "five water co-guidance". The application of the word "hang" makes this logo highly memorable, and the combination of elements in "hang" integrates several famous architectural landmarks in Hangzhou, and you can enjoy the beautiful scenery of different spatial levels under a closer look, and these designs together build the differentiated characteristics of the Hangzhou logo.
4) The display of Chinese and spiritual quality of Hangzhou city brand symbol
According to the 2008 report of the Hangzhou Municipal Government, the general strategy of the Provincial Party Committee and the 10th Party Congress of Hangzhou put forward the goal of building a city with a quality of life, which created a broad space for development; actively carried out the activities of the project promotion year, and the pace of construction of the city's networked metropolis was accelerated; it was necessary to seize the development opportunities of the Yangtze River Delta and continuously improve the level of open economy; it was necessary to pay attention to enhancing soft power, social undertakings were becoming more and more prosperous, and attention was paid to "digging culture" and strengthening the protection of intangible cultural heritage.
In the Hangzhou logo, the word "Hangzhou" resembles a ship as a whole, reflecting the historical allusion that Hangzhou got its name from the "Dayu Shezhou Landing", reflecting the heritage of Hangzhou as a famous historical and cultural city. At the same time, it symbolizes that today's Hangzhou is setting sail, showing a positive and enterprising spirit. The evolution of the Chinese character "hang" seal script reflects the traditional Chinese cultural heritage, and combines the irreplaceable city name with the irreplaceable visual form, which is unique.
3. "Four products" and "five supers" run through the design concept of Hangzhou's urban brand symbol
On the basis of "two bases" and "No. 3", do a good job of "four products", can realize the strategic dividend and exponential fission of the linkage of industry, city, park and enterprise, the industry please come in, the brand goes out, on the basis of the top-level design of the brand, to achieve the "five super" industry bottom operation, in order to better land the brand image, brand spirit and brand power.
"Four products" from the city brand IP value chain, park brand space value chain, industrial brand platform value chain and enterprise brand product value chain four dimensions to create a strong brand, "five super" using super projects, super space, super platform, super IP and super services to build a solid underlying operation, in the creation of urban brand symbols can not do without the "four products" and "five super" The IP value chain and super IP are closely linked to the brand symbol, and only the large system that links the entire brand planning can make the design of the city brand symbol traceable.
1) Build an IP value chain according to the quality of the city and realize the classification of symbols
Hangzhou, referred to as "Hangzhou", formerly known as Lin'an and Qiantang, is the core city of Hangzhou metropolitan area, the economic, cultural, scientific and educational center of Zhejiang Province approved by the State Council, and one of the central cities of the Yangtze River Delta.
Hangzhou is one of the first batch of national historical and cultural cities, with many cultural and historical sites, West Lake and its surroundings have a large number of natural and cultural landscape relics, the representative ones are West Lake culture, Liangzhu culture, silk culture, tea culture, because of the beautiful scenery, known as the reputation of "paradise on earth".
Different cities have different characteristics and qualities, Hangzhou's unique economic and cultural status and historical city landscape have built its unique urban character, and the city logo perfectly integrates modernity and historical heritage through color matching and modeling, and the composition of Hangzhou's IP value chain jumps on the paper, realizing that a city logo covers multiple main sales categories.
2) Inject emotional value into super IP and enhance symbol propagation
Plan urban development from the perspective of quality of life, effectively solve people's livelihood problems, and let all citizens create and share quality of life.
"Quality of life" is not only to inherit history, but also to look at the world. "Quality of life" is also the "aircraft carrier" of Hangzhou to the world ocean, which not only carries the material, but also contains the spirit; It not only carries the history, but also opens up the future.
The word "Hangzhou" in the city logo of Hangzhou combines elements such as ships, city outlines, buildings, gardens, arch bridges, etc., which is the perfect visual expression of the humanistic spirit of the city of "exquisite harmony, atmosphere and openness", and contains the expectation of all citizens to create a better life. The Chinese and English fonts at the bottom of the logo mark the name of Hangzhou, and the strokes are smooth and elegant, combined with graphics, which confirms the inheritance of history and the creativity of looking to the future, and the emotional value of this series of brand symbols has enhanced the communication power of the symbols.
A city's brand symbol should not be subjective and conjectural, nor can it be divorced from the city's realistic development plan.
Therefore, when designing and creating a city brand symbol, we should do a good job in the preliminary research work, and understand the brand tonality of the city from different audiences and perspectives, which can be inductively observed by SWOT analysis and IFE analysis.
In fact, each city has its own unique positioning, and the brand symbol is similar to that of other cities, in essence, it is not accurate to find the city's brand strategic positioning, if the first step is different from other cities can not be done, let alone become a super brand symbol.
As a national head brand service provider of more than 400 specialized and special new enterprises, more than 300 industry first brands, more than 200 listed companies and more than 100 city brands, Shi Zhangqiang, the founder of Jinkun brand, proposed the "five can be five" standard to refine, design and detonate a city's super brand symbol is a very effective and landable magic instrument. Oriental Beauty Valley, Shanghai Bay Area, Da Zero Bay, Beijing Future Beauty City, Guangzhou Baiyun Beauty Bay, Chongqing Small Noodles, Xuyi Lobster, Liuzhou Snail Noodles, Putian Mazu, Yichun Called Spring, Huzhou Toilet Ring, Three Gorges Tea Valley, Lichuan Red ...... All of them are super symbols of the representative city brand of "five can be five".
The core of the city super brand symbol is to make the symbol representing the city deeply rooted in the hearts of the people, form a reflective memory, and be recognized, remembered, disseminated and applied.
No matter from which angle the city symbol elements are refined, it is necessary to adhere to the tonality of the city brand itself, once it deviates from the city's own demands, the created symbols will not be able to accurately express the city. Over the years, whenever a city announces its own logo, there will be more or less local people do not buy it, so designing the city brand symbol logo is by no means a subjective act, nor is it a democratic voting behavior, let alone the will of the governor, but a systematic, structured and professional urban IP detonation and brand building system engineering.