Large urban agglomerations know perfectly well how to promote themselves in the international arena. Larger cities do little worse, yet it is the smallest units that often forget how Territorial marketing is important.
Is location marketing just a promotion? Of course not. Within this concept are all activities that are intended to serve the development of a given territory.
Let's remember: branding is not just for big corporations...
A good logo is not a great looking one. Because the most important goal is to be easy to remember and build associations. The result can not always be judged by aesthetic standards. The idea behind the logo must be visible.
Primitivism, repeatability and the a-ha moment
What is the common denominator of the above signs?
What makes them so perfect? In addition to the millions spent on promotion, so that through repetition each of us will remember them, there is simplicity.
Simplicity. Or I'll go one step further - primitivism. My idol, whom I adore, Michael Bierut, a designer from New York, often repeats this term. Primitivism. The more you ask, the better. It's about the ease of remembering and that's it.
So simplicity, repeatability and a-ha effect. That is, something that pleases the mind, because we have found ourselves precisely in the sign of hidden meaning. The aha moment is like a drug for the brain, thanks to which neurons write information much deeper, and that is mainly what we mean
Promotion of the territory is a big responsibility
The image of the territorial unit consists of:
- cognitive components, i.e. knowledge and opinions about a given place,
- affective components, i.e. the sensations and sensations that accompany knowing a particular place.
Thanks to the components of the visual identification system, recipients have the opportunity to easily recognize the territorial unit. It is natural that in the process of designing logos for public organizations, cities or municipalities, seriousness, strength and extreme caution should be exercised. We design an identity for a social group with very diverse tastes, views, experiences and vision for the development of their small homeland.
See how the best do it — good examples!
Oslo by Creuna
Helsinki at Werklig
It's not that easy!
“Create a visual identity for the Municipality of Szydłowo” - when I received this assignment, I immediately knew that it would be one of the most important projects for me. I was as excited as a child who received a new toy. I started the whole process with research, research, sketches and observations. What was my surprise when I found out how much time it took me.
This stage has become the proverbial milestone in the whole process of creating a visual identity. The whole thing was not facilitated by the fact that the brief of the representatives of the municipality was really broad, and the lack of an element Positioning He also did not help.
Positioning is shaping the expression that we are one of a kind.
Positioning is shaping the expression that we are one of a kind. It forms the basis for planning the marketing activities of the brand. It's about creating a niche in the market, in this case in the District. Show and emphasize what distinguishes the municipality
Brief read, interviews conducted, internet reviewed. What's next? I get in the car and go on a tour of the whole community. I started my journey nowhere else but in the places where history is most visible — the municipal churches and the Basilica in Skrzatusz.
All this was to help me create a perfect project. How did it work out and did I manage it?
The search phase, or DNA of the Municipality of Szydłowo
As I mentioned above, the most difficult task turned out to be the research process and finding a differentiator (distinguishing and positioning element).
During conversations with residents, I learned a lot of interesting points. Did I waste time hiking? Of course not — it was the most important part of the whole puzzle.
What were the results of my search?
The municipality of Szydłowo is primarily:
Basilica in Skrzatusz
My ambition at the beginning of the process was to move away from the existing associations of the Municipality. Where the accents of the Virgin Mary, the sanctuary of the time, the colors of blue and yellow prevailed.
However, the associations of this place were unambiguous, the Basilica in Skrzatusz is a unique place in terms of architecture, history, religion and tourism. In the area, in neighboring municipalities, very many people associate this place positively and what most important associations with the Municipality of Szydłowo. I decided to develop the project in this direction. I presented the prototype to the decision-makers - it was unanimously accepted.
Contrast! Contrast! Contrast!
Where will the offer of a quiet rural climate with traditions, a sense of belonging, clean air, nature and slower time resonate most strongly? In the city! And now... a quick comparison to the nearest competition.
Szydłowo in comparison to Piła:
- more attractive prices for building plots,
- safer and healthier places to live,
- richer hiking trails, cycling routes, kayaking trips,
- Piła has a shortage of historical sites, which is why it mentions, among others, the Basilica in Skrzatusz as a tourist attraction (as well as other municipalities, e.g. Wałcz).
Semiotics, or what do residents see on a daily basis?
If we look at something every day for several years, it is known to associate symbols with a given place. For a resident of Venice, it will be canals, for a Lisbon azulejos, and for a New Yorker, skyscrapers. What does a resident of the Szydłowo Commune see?
Ingredients and effect
The logo of the Municipality of Szydłowo is the result of several weeks of work on finding the brand's DNA. This would not be possible if I let go of any of the stages. Each of them is important and each of them has a huge impact on the final result.
What does the logo of the Municipality of Szydłowo consist of? Take a look.;)
Throughout the visual identification I used the colors that are associated with the municipality. Why did I choose these colors? Because nothing is accidental here!
Pieta Skrzatuska is the source of the leading colors, it is a sculpture from the 15th century that is the main element of the pilgrimage prayers to the Basilica. The palette of complementary colors was obtained from landscapes, green areas, sunsets, autumn leaves and rapeseed fields.
All these components and searches made the logo and image elements look like this:
Commune Szydłowo, welcome among those who care about the image!
What does it look like in practice? The logo and all visual identity must look great on all promotional materials. Creating such a design is a big challenge, because not everything that looks good on the screen will look equally good in print or on gadgets.
In marketing a place, we focus on creating an image of a given area so that it becomes attractive to potential residents, investors or tourists, and at the same time takes care of the interests of those currently living there. The game is worth the candle. The municipality of Szydłowo already knows this, and the sooner the other local governments find out about it, the better.
Many thanks are due to Mr. Jarosław Ramucki for lending photographs of the Szydłowo Commune and its surroundings for the project. Jaroslaw Ramucki - Facebook
