Titulo Estágio
City Branding – a detailed study of the phenomenon of city branding and a developed case study for a chosen Portuguese city.
Local do Estágio
DEI‑FCTUC
Enquadramento
Cities compete with each other both on the national and international stages for tourism, investment and development. For this reason many cities now undertake large scale branding and marketing exercises, as recently demonstrated in Porto. These kind of projects are prone to having bland results, due perhaps to the many stakeholders involved and the highly public nature of the work. Visual identity systems for cities have to be extremely robust and practical, to work well on everything from tourist brochures to rubbish bins. However the area of city branding itself covers more ground than this, and has both its official and unofficial sides(Silva Designers' sardines, which have become an unofficial symbol of Lisbon are a good example of this). A contemporary branding campaign for a city must also now consider how to engage with social networks and consider how it is seen worldwide. An in depth study of this area with supporting case study would make a timely project.
Objetivo
The object of this project is to make a thorough study of city branding campaigns both inside and outside Portugal. The practical part of the project is to make a case study of designing a visual identity for a chosen Portuguese city, that will work in all digital and physical applications. The case study should consider possibilities at all scales, considering the mundane (email signatures) to the spectacular (festivals, public spaces).
Plano de Trabalhos - Semestre 1
A1. (M1-M3) State of the art research into city branding worldwide
A2. (M2 - M3) State of the art research into city branding throughout Portugal, begin looking in detail at one or more cities.
A3. (M3 - M4) City for case study should be chosen, study into the necessary and possible applications of the identity.
Plano de Trabalhos - Semestre 2
A4. (M5 - M10) Research and development focusing on the case study city, proposal of several alternative core brand ideas.
A5. (M9) Tests and detailed development, creation of applications of the brand, paying particular attention to online, multimedia and architectural applications.
A6. (M10 - M11) Written dissertation on the project.
Condições
N/A
Observações
N/A
Orientador
Paul David Hardman
phardman@dei.uc.pt 📩