When we talk about branding, people tend to think only of companies. But branding is a much broader concept. Any entity that needs to convey values to connect with its audience and help them achieve their goals needs to build a solid and recognizable brand.
Cities are no exception. Right now, they play a crucial role. Studies show that over the next ten years, 70% of the world’s population will live in cities, bringing sustainable development issues and the global challenges of the 2030 Agenda to the forefront. How cities configure themselves and adapt to support and encourage societal changes will mark the difference between well-being and indifference, between growth and neglect.
City branding is becoming a competitive advantage for the future of cities. Among the most famous examples are New York, Melbourne, Amsterdam, and Porto, to name just a few. It’s not just about visual identity; it requires a systemic, multi-stakeholder approach built on a clear identity. This serves as a guiding principle for designing shared and participative action strategies—because that’s the only way to make them truly effective.
Image: Rebranding the City of Melbourne by Landor
