Sunday, 20 March 2011


I have found this chinese proverb. In relation to Christchurch it is about creating a new image and identity for the city. How can Christchurch take its history of "the garden city" which reflects the experiences that reflect colour, vibrancy, life, tranquility, open spaces and freshness.

How to brand a city?
It is about creating the platforms for humanistic experiences within a city.
It needs to serve as something for city residents to identify with their city- this inward community becomes cohesive which then helps to reflect a consistent outward image for tourism.

Class reflections

Talking about places that have branded themselves:

Amsterdam with "I AMsterdam"- maps ect, however doesn't really reflect culture of town or people no clear reasoning.

Melbourne as a changeable identity to reflect all aspects of the city.

Montreal- look into


How do you brand a city? Do you brand it from the outside towards tourism or from the inside to fit the community?

How do you find out about what overseas think of a city?
Face-book?- create a questionnaire

How to put this into practice?

Will look deeper into other visual precedences and create a way to engage with what the community of ChCh thinks as well as tourists.

Friday, 18 March 2011

Melbourne new identity system

Branding countrys

interesting looking and comparing the branding of 13 different countries, NZ there with eh 100% pure campaign

Sunday, 13 March 2011

Place branding

A new idea and where has it come from?


Taiwan new image



Located in Eastern Asia, Taiwan is a small island that the Central Intelligence Agency compares in size to the combined square milage of the states of Delaware and Maryland — while there is a combined 6 million people in those two, there are 23 million people in Taiwan. In 2010, Taiwan reportedly had 5 million visitors but it seems they want more. Earlier this month, the Taiwan Tourism Bureau introduced a new identity, designed by London-based Winkreative (the brand agency of Monocle’s Tyler Brûlé), and a new slogan that replaces the awkward sounding “Taiwan, Touch Your Heart” for “Taiwan — The Heart of Asia.”


The new “Taiwan — The Heart of Asia” logo is succinct, and consists of a newly created typeface. It represents the sincerity and innovation of Taiwan’s communications with the world. Taiwan is a fusion of tradition with new trends. Its special characteristics and diversity present what is precisely a microcosm of Asia. Asia’s heart and Taiwan’s warmth are what Taiwan tourism wants to offer tourists from around the world. In the future, all of the Bureau’s promotional material will carry the new logo. Along with the launch of the new logo, the Bureau is presenting a new tune, “Time for Taiwan”, to promote tourism. It will become a new hit among all sectors in Taiwan that are promoting tourism — from government departments to tourism and related industries. The tune, which is composed by Hou Chih-chien, with lyrics by Rei Kuang-hsia and Hou Yi-ping, was launched together with a 30-second promotional cartoon at the same time as the new brand. We hope these new efforts will encourage everyone to recognize Taiwan Tourism’s new brand, new goal, and new mission.
— Press Release

The elements of the new identity nicely avoid an “Asian” aesthetic in favor of one that is more globalized in a way but still having enough flair that it couldn’t be applied to, say, Venice. The wordmark is a handsome stencil serif — what the baby of House Industries’ Eames Black Stencil and Commercial Type’s Dala Floda would look like — that is decidedly western, but the swooshy ends of some of the characters, like the “a,” exude some of the exotic vibe one would expect from the idea of Taiwan. 

There has been different view points on the use of the heart and style of illustration being childlike- however i think it moves the design into the "globalized" marketplace, but is it better to be making a place fit in or stand out from other destinations?


There is much debate of this form of logo creation. I think the imput from the public is improtant, however for then the design company to use this as a means to feed into their own ideas.
With a place so big, so many people, ages, cultures there will always be debate