Scalable territorial identity – Designing the communication of complexity
DOI:
https://doi.org/10.19229/2464-9309/16272024Keywords:
identity image, visual systems, territorial branding, storytelling, sustainable developmentAbstract
The design linked to the identity of places is an activity of particular interest for the design discipline, especially in its narration and value communication process addressed to a broad public. The design actions take place in a context of great complexity regarding the stratification of meanings and pre-existing visual systems, confronting very different territorial scales (from the nation to the single typical product). The experimentation described in the contribution presents a potential methodology for defining a scalable and multimodal territorial identity. This methodology, applied to a reference territorial context, is designed with tools specifically developed to counter the widespread fragmentation of communication, which usually determines situations of poor recognisability and strategic effectiveness.
Article info
Received: 07/09/2024; Revised: 09/10/2024; Accepted: 10/10/2024
Downloads
Article Metrics Graph
References
Aguado, L. F., Heredia-Carroza, J. and Arbona, A. (2024), “Territory, intangible heritage and value generation”, in Creative Industries Journal, pp. 1-16. [Online] Available at: doi.org/10.1080/17510694.2024.2329823 [Accessed 26 August 2024].
Anholt, S. (2007), L’identità competitiva – Il branding di nazioni, città, regioni, EGEA, Milano.
Basile, M. (2018), “Local food, wine heritage and destination marketing – Relaunching Valtellina alpine destination”, in Economia della Cultura | Rivista trimestrale dell’Associazione per L’economia della Cultura, vol. 28, issue 1-2, pp. 213-220. [Online] Available at: doi.org/10.1446/90729 [Accessed 21 August 2024].
Bucchetti, V. (ed.) (2018), Progetto e Culture Visive – Elementi per il Design della Comunicazione, FrancoAngeli, Milano.
Campelo, A. (2017), “Smell it, taste it, hear it, touch it and see it to make sense of this place”, in Campelo, A. (ed.), Handbook on Place Branding and Marketing, Edward Elgar Publishing, Cheltenham, pp. 124-144. [Online] Available at: doi.org/10.4337/9781784718602 [Accessed 21 August 2024].
Cánepa, G. K. (2013), “Nation Branding – The Re-foundation of Community, Citizenship and the State in the context of Neoliberalism in Peru”, in MedienJournal | Zeitschrift für Medien und Kommunikationsforschung, vol. 37, issue 3, pp. 7-18. [Online] Available at: doi.org/10.24989/medienjournal.v37i3.116 [Accessed 21 August 2024].
Carmi, E. (2020), Branding Design Oriented – Progettare la Marca – La strategia, il Metodo, il Linguaggio – Dalle origini al modello di Marca Carmi e Ubertis 0.9, Fausto Lupetti Editore, Bologna.
Caroli, M. G. (ed.) (2011), Il marketing territoriale – Idee ed esperienze nelle regioni italiane, FrancoAngeli, Milano.
Caroli, M. G. (2005), Il marketing territoriale – Strategie per la competitività sostenibile del territorio, FrancoAngeli, Milano.
Ciocca, C. (2017), Total City Experience – Idee e metodologie per il city branding competitivo, FrancoAngeli, Milano.
D’Adamo, P. and Spellini, L. (2011), “Regione Alto Adige / Südtirol”, in Gabardi, E. (ed.), Regioni e Province italiane – Sette casi significativi di comunicazione turistica, FrancoAngeli, Milano, pp. 23-45.
de Almeida, G. G. F. (2023), “Territorial Brand in Regional Development – Interdisciplinary Discussions”, in Encyclopedia, vol. 3, issue 3, pp. 870-886. [Online] Available at: doi.org/10.3390/encyclopedia3030062 [Accessed 27 June 2024].
Ferrara, C. (2007), La Comunicazione dei Beni Culturali – Il progetto dell’identità visiva di musei, siti archeologici, luoghi della cultura, Lupetti, Milano.
Ferreira Crispim, S. and Cetara, L. (2022), “Design for Territories and Green Economy – In Search of a Strategy for Local Development”, in Territorial Identity and Development, vol. 7, issue 1, pp. 27-36. [Online] Available at: doi.org/10.23740/TID120222 [Accessed 26 August 2024].
Finesso, E. and Guida, F. E. (2023), “The Brand as a Place – For a Model Interpreting the Behavior of Brands”, in Diid | Disegno Industriale Industrial Design, vol. 80, pp. 108-119. [Online] Available at: doi.org/10.30682/diid8023i [Accessed 23 May 2024].
Follesa, S. (2013), Design & Identità – Progettare per i luoghi, FrancoAngeli, Milano.
Fumo, M. (2019), “Paesaggi culturali – Artificio tra resilienza e selezione naturale | Cultural Landscapes – Artificiality within resilience and natural selection”, in Agathόn | International Journal of Architecture Art and Design, vol. 6, pp. 36-45. [Online] Available at: doi.org/10.19229/2464-9309/642019 [Accessed 20 August 2024].
Gasparotto, S., Bosco, A., Lengua, M. and Baruzzi, P. (2021), “MEET – Un percorso espositivo interattivo tra co-design e valorizzazione del territorio | Meet – An interactive exhibition itinerary between co-design and enhancement of the territory”, in Agathόn | International Journal of Architecture Art and Design, vol. 10, pp. 242-249. [Online] Available at: agathon.it/agathon/article/view/282/308 [Accessed 26 August 2024].
Ghersi, A., Pericu, S., Delprino, F. and Melli, S. (2023), “Misurare i paesaggi – Un ritmo per la narrazione attraverso luoghi e itinerari condivisi | Measuring Landscapes – A storytelling rhythm through shared places and itineraries”, in Agathόn | International Journal of Architecture Art and Design, vol. 14, pp. 194-203. [Online] Available at: doi.org/10.19229/2464-9309/14162023 [Accessed 04 September 2024].
Govers, R. and Go, F. (2009), Place Branding – Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced, Palgrave Macmillan, London. [Online] Available at: doi.org/10.1007/978-0-230-24702-4 [Accessed 26 August 2024].
Havadi-Nagy, K. X. (2020), “Food in Tourism – Relevant Research Angles and Topics”, in Territorial Identity and Development, vol. 5, issue 1, pp. 21-36. [Online] Available at: doi.org/10.23740/TID120202 [Accessed 26 August 2024].
Kavaratzis, M., Warnaby, G. and Ashworth, G. J. (eds) (2015), Rethinking Place Branding – Comprehensive Brand Development for Cities and Regions, Springer, Cham. [Online] Available at: doi.org/10.1007/978-3-319-12424-7 [Accessed 26 August 2024].
Kotler, P., Haider, D. H. and Rein, I. (2002), Marketing Places – Attracting Investment, Industry, and Tourism to Cities, States, and Nations, Simon and Schuster, New York.
Muratovski, G. (2022), Research for Designers – A guide to methods and practice, SAGE Publications Ltd, London.
Orsi, F., Cavaco, C. and Gil, J. (2024), “From Territorial Capital to Regional Design – A Multidimensional Model for Territorial Analysis and Scenario Evaluation”, in Planning Practice & Research, vol. 39, issue 1, pp. 116-135. [Online] Available at: doi.org/10.1080/02697459.2022.2120490 [Accessed 27 June 2024].
Parente, M., Lupo, E. and Sedini, C. (2018), “Design Approaches and Methodologies for the Valorization of Places – Experiences from the Western Mediterranean Area”, in PAD | Pages on Art and Design, vol. 14, pp. 61-84. [Online] Available at: padjournal.net/wp-content/uploads/2023/01/1405-PAD-OK-PARENTE-LUPO-SEDINI.pdf [Accessed 20 April 2024].
Parente, M. and Sedini, C. (2017), “Design for Territories as Practice and Theoretical Field of Study”, in The Design Journal | An International Journal for All Aspects of Design, vol. 20, issue supp. 1, pp. S3047-S3058. [Online] Available at: doi.org/10.1080/14606925.2017.1352812 [Accessed 8 May 2024].
Porter, N. (2017), Landscape and Branding – The promotion and production of place, Routledge, London.
Raposo, D., Laginha, C., Neves, J., Silva, J. and da Silva, F. M. (2020), “Methodology of Analysis of Brand Visual Identity of Food Products – Comprehension and valuation of graphic signs”, in Rebelo, F. and Soares, M. M. (eds), Advances in Ergonomics in Design – Proceedings of the AHFE 2019 International Conference on Ergonomics in Design, Washington D.C., July 24-28, 2019, Springer International Publishing, Cham, pp. 188-203. [Online] Available at: doi.org/10.1007/978-3-030-20227-9_18 [Accessed 24 August 2024].
Rozhkov, K., Khomutskii, K., Romanowski, R. and Muniz-Martinez, N. (2020), “Place Overbranding and How to Prevent it – Combining two Conceptual and Methodological Approaches”, in Qualitative Market Research, vol. 23, issue 4, pp. 979-999. [Online] Available at: doi.org/10.1108/QMR-12-2017-0180 [Accessed 21 August 2024].
Ruggeri, I. (2022), “L’identità visiva di un territorio come bene comune – Pratiche progettuali oltre le istanze competitive”, in Officina, vol. 36, pp. 82-85. [Online] Available at: officinajournal.it/officina/index.php/journal/issue/view/officina36/officina36 [Accessed 23 August 2024].
Sandriester, J. and Pizzera, J. (2024), “Destination Brandscapes – Integration of Landscape Elements into Destination Brands”, in European Countryside, vol. 16, issue 2, pp. 286-304. [Online] Available at: doi.org/10.2478/euco-2024-0016 [Accessed 20 August 2024].
Sinni, G. (2018), Una, nessuna, centomila – L’identità pubblica da logo a piattaforma, Quodlibet, Macerata.
Sinni, G. and Palazzi, A. (eds) (2021), Voi siete qui – City branding – Lo scenario italiano e i progetti di Edenspiekermann per Amsterdam, Santa Monica e Parma, Electa, Milano.
Trocchianesi, R. (2012), “From the Place Identity to Scenarios for the Valorisation of the Territory – Design as an Interpreter of New Vocations and Languages to the Fruition”, in Strategic Design Research Journal, vol. 5, issue 3, pp. 129-135. [Online] Available at: doi.org/10.4013/sdrj.2012.53.05 [Accessed 16 June 2024].
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2024 Luca Casarotto, Monica Oddone
This work is licensed under a Creative Commons Attribution 4.0 International License.
This Journal is published under Creative Commons Attribution Licence 4.0 (CC-BY).
License scheme | Legal code
This License allows anyone to:
Share: copy and redistribute the material in any medium or format.
Adapt: remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms
Attribution: Users must give appropriate credit, provide a link to the license, and indicate if changes were made; users may do so in any reasonable manner, but not in any way that suggests the licensor endorses them or their use.
No additional restrictions: Users may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices
Users do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give users all of the permissions necessary for their intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
