Definition of Branding
Branding a city is not unlike branding any product, service, or corporation. A brand is the relationship between the customer and the product. A brand is a promise that delivers a relevant and distinctive value or a set of services.
Effective branding is executed with more than just a logo. Branding is the sum total of all the ways we communicate about the City of Roanoke. It includes:
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The look of graphic communications
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The tone of interactions
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The experiences offered
The representation of the city at all points of contact contributes to the brand and visual identity. If that identity is distinct and consistent, then the City of Roanoke visually emerges, strong and defined. The visual identity takes the city’s core values and gives them form, shape, and substance using a combination of symbols, graphics, and words.
Importance of Visual Identity
Today’s environment is cluttered with competing messages and imagery that are distributed in an overwhelming volume. A distinct identity for the City of Roanoke cuts through this clutter by providing meaningful differentiation from other municipalities and regions.
In defining this visual identity, we build a specific set of expectations about Roanoke that creates a positive and lasting impression that will be recognized by audiences, even outside of its normal context.
A consistent identity reinforces the position of the City of Roanoke as a right-sized city, offering the amenities of a larger place. A city where you can make a difference if you choose.
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作成日
2012年06月10日(日)03:06
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1999年12月30日(木)19:00
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3.57 Mb
作成者:
BrandEBook.com
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2
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