Zeszyty
Naukowe
Politechniki
Częstochowskiej
Managing
Silesia
Visual Identity
Through Regional
and Local Logo Design
Zarządzanie Nr 28 t. 2 (2017) s. 87–112
dostępne na: http://www.zim.pcz.pl/znwz
MANAGING SILESIA VISUAL IDENTITY THROUGH
REGIONAL AND LOCAL LOGO DESIGN
Anna Adamus-Matuszyńska1, Piotr Dzik2
1University of Economics in Katowice, Economics Department
Academy of Fine Arts in Katowice, Economics Department
2The
Abstract: Developing coherent and comprehensive regional and city brands is of vital
importance for places, as branding can contribute to the success achieved in tourism,
investment and thus the region itself. There seems to be a recognizable gap in the literature
regarding the application of visual signs used in place marketing that should present a
city, region or country. The paper outlines the most important challenges as well as faults
in management of visual identity in Silesia region, in Poland. The research attempts at
identifying and analysing logos of cities and communes of the Silesian Voivodship (pol.
województwo śląskie). The main purpose of this exploration is to describe the Silesian
visual identity through practiced visual signs called logos.
The authors try to find solutions for the following research questions:
1. What trends are typical for visual presentation of the cities in the Silesian Voivodship?
2. What image of the region is presented when exploring logos of the Silesian cities?
3. How is logo practiced in public management in the Silesia Voivodship?
Content analysis was used to obtain visual identity of the cities. First the authors tried to
collect all logos and then analysed them using the Per Mollerup’s taxonomy. The results
of the study illustrate how self-government institutions, which are responsible for
promotion of the place, portray the Silesian cities in marketing communication.
Keywords: visual identity, logo, brand, place marketing, visual identity management
DOI: 10.17512/znpcz.2017.4.2.08
Introduction
The aim of the article is to analyse the process of visual identity management of
a place and evaluate its implementation in terms of activities undertaken by
local government units in the Silesian province through the development and
implementation of the logo as a basic element of the visual identity. The logo is
used both for marketing purposes and development of the site. The methods
employed in the process included literature studies on the identity management
space and the process of its promotion, analysis of documents related to this
process and their publications on the cities, municipalities and counties websites.
The literature analysis of the place as a subject matter indicates that the experts
in various fields applying various theoretical approaches and research tools study
1
This article is a part of the project funded by the University of Economics in Katowice called:
Management of information and communication in public institutions under the scientific guidance by
dr hab. Agata Austen.
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Anna Adamus-Matuszyńska, Piotr Dzik
it. Sociologists, economists, geographers, marketing theorists, management
researchers try to scrutinize all issues associated with ‘the place’. In principle, each
of these approaches is adopted in two arguments. Firstly, there is the identity of the
visual space, understood as a set of characteristics that allow recognize the place
position and differentiate it from others. Secondly, it is necessary to manage this
visual identity to grant both the local community and the external environment the
location meaning. Corporate design is a form of the place self-presentation. This
identification characterizes and distinguishes specific characteristics of the sites.
Visual identity management of the given place needs to substantiate the basic
elements in the design program, presented in the form of a manual which contains
rules for the use and application of visual identity.
In summary, the place (city, region, country) manages the process of intentional
creation and propagation of images (visual identity), thorough the active use of
promotional logo.
Current state of art
Territorial or place marketing, as a sub-discipline of marketing began to be
distinguished in the eighties of the 20th century (Hanna, Rowley 2011; Ashworth,
Kavaratzis 2009; Kavaratzis 2009) and has recorded several phases of its
development (Kavaratzis 2004; Skinner 2008; Kavaratzis, Ashworth 2008;
Borglund, Olsson 2010; Hankinson 2015). In 2004 theoreticians and practitioners
began to apply the concept of ‘brand’ (Lucarelli, Berg 2011) into analysis and
practice of territorial marketing. Now it seems that such an approach dominates the
literature. Considering the fact that both the ‘brand’ (Keller 2003; de Chernatony,
McDonald, Wallace 2011) and ‘place’ (Hanna, Rowley 2008; Szromnik 2012) are
concepts still waiting for clear recognition, it is not strange that in the literature
there is at least a dozen of models of place branding. The authors of the presented
paper divide those models into three groups: 1. ‘limited control models’,
2. ‘general marketing models’ and 3. ‘models of adjusted tools’. In case of the first
group of models the attention is focused on the specific place brand in relation to
product brands and corporate specificity, resulting from the limited control over
individual elements of the marketing mix. As a result, the place (a town or a
region) must build its own brand in cooperation and partnership with numerous
independent entities (businesses, NGOs, other places). This group may include the
following models: Philip L. Pearce (Pearce 2005, p. 91), Robert Govers and Frank
M. Go (Govers, Go 2005), and the Polish approach represented by the idea of
Marek Bańczyk (Bańczyk 2009, p. 209). The general marketing models refer to
the assumption that the place brand conceptually does no differ from corporate
brand and one can apply traditional business marketing method to every brand.
Supporters of this approach are among others Per Mollerup (Mollerup 2013, p. 46),
Matthew Healey (Healey 2008, p. 8-9), Fallon advertising agency (Fallon, Senn
2007, p. 23), Mihalis Kavaratzis and George Ashworth (Kavaratzis, Ashworth
2005), and Wally Olins (Olins 2009, p. 28). The model of adjusted tools is a
concept seeking specificity of cities, regions and countries when introducing
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Managing Silesia Visual Identity Through Regional and Local Logo Design
marketing tool which means that typical characteristics of the place together with
identity are considered before an idea of brand is employed. The Simon Anholt’s
theory is the most typical in this group (Anholt, Hildreth 2005, p. 30). Graham
Hankinson (relational model) (Hankinson 2004), Teemu Moilanen and Seppo
Rainisto (DEBRA process model) (Moilanen, Rainisto 2009, p. 117), Myfanwy
Trueman and Nelarine Cornelius (Trueman, Cornelius 2006), Marcello Risitano
(Risitano 2006), Keith Dinnie (Dinnie 2014, p. 14), Jasper Eshuis and Erik-Hans
Klijn (Eshuis, Klijn 2012, p. 5) developed their own concepts of referring to the
marketing tools which cannot be included into any of the previous models.
Polish literature is dominated by an approach that combines characteristics
of the place (characteristic features of the place identity) with communication
(creation of place identity) and which is based on the work of Alfred Töpfer and
Robert Müller. This idea appeals to many authors, including Andrzej Szromnik
(Szromnik 2012, p. 148-152), Ewa Glińska, Magdalena Florek oraz Anna
Kowalewska (Glińska, Florek, Kowalewska 2009, p. 39) or Anna Adamus-Matuszyńska (Adamus-Matuszyńska 2012, p. 39-40). An important problem often
cited in these references is that theoretical models are not based on robust empirical
database (Skinner 2008; Lucarelli, Berg 2011).
At about the same time when territorial marketing arouse, the concept of New
Public Management (NPM) began to gain popularity, which led to the reflection on
integrated brand management and the place itself. The idea of new public
management (NPM) in the late 80s of the last century influenced and still does
influence the reform of the public sector, leading it in the direction of methods and
management techniques specific to the private sector. As Frączkiewicz-Wronka
(Frączkiewicz-Wronka 2008, p. 21) pointed out: “According to the NPM,
management of a public organisation should be directed at innovation, dynamism,
and entrepreneurship. They are also expected to develop flexible skills”. As a
result, more and more practical knowledge and experience of managers from the
private sector generate changes in public management (Austen, Frączkiewicz-Wronka 2012, p. 30). Local government develop activities which are targeted on
the places promotion simultaneously with solving the specific problems of local
and regional communities expected to be undertaken. At the same time they treat
them as factors significantly influencing the development of community and the
place itself. Local governments manage today cities and regions in a manner
similar to business management, e.g. through risk-taking, innovations, promotion and
actions that deliver tangible benefits (Hubbard, Hall 1998). So one can assume that
public management in local government also means ‘place brand’ management.
Regardless of the brand definition there is no doubt that a brand has much in
common with the trademark because a person does not perceive the brand itself but
perceives (reads) the signs (Lash, Lury 2011, p. 28). It means that by these signs
researchers may examine the place brands. Hence, authors of the article decided to
collect and analyse logos (signatures) of places (cities and municipalities in the
province of Silesia), and finally organise them according to a chosen typology.
The authors take into account the conceptual model presented in the Figure 1.
89
Anna Adamus-Matuszyńska, Piotr Dzik
Place branding
Brand identity - a set of elements identifying
a brand and distinguished from others
Core (eg.
monuments
and remains)
Presentation
(identity
communicated)
Behaviour
Visual identity
Communication
Image
Other
non-visual
elements of
identification
Codes of expression
such as name, logo,
colours, fonts, symbols
including trademarks,
and others
Other elements such as
town information
system, occasional
identification (events,
anniversaries, etc.)
Figure 1. Visual identity in a broader concept
Source: Author’s own research
However, there is another theoretical problem - how to define the object that
means the ‘mark’. The authors follow the Per Mollerup’s definition: The term
‘trademark’ refers to any letter or combination of letters, pictorial sign, or a non-graphic, even non-visual, sign, or any combination of these used by an organization
or by its members to identity communications, property and products or that certify
products and that distinguish them from those of others (Mollerup 2013, p. 99).
Generally territorial marketing is a very eclectic discipline that is multidisciplinary
nature. What is more, it does not include many explanatory articles and many
questions still remain unanswered (Vuignier 2016, p. 38).
Methods of analysis
Considering characteristics of sings used by a given place (city, region or
country) two aspects should be clarified:
1. In practice, apart from visual symbols there are also non-visual signs practised.
For example, in Poland one of the most common is a bugle call, but also there are
urban songs or other popular music signals. This group of characters is not analysed
in this article.
2. A graphic sign of the place (place mark), that was revealed by the initial query
and the authors’ current study, takes the form of ‘signature’, as it is defined by
Alina Wheeler who claims that a graphic sign consists of three elements (Wheeler
2009, p. 50):
a. a graphic sign called logo,
b. a logotype which means a place name saved in a standard written format,
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Managing Silesia Visual Identity Through Regional and Local Logo Design
c. a slogan2 constantly assigned to the name and graphic sign (logo) and presented
together with them.
Research method
The authors of the study used content analysis as a research method. Its application
requires the following procedure (Rose 2010, p. 83-99):
a. finding images3
b. devising categories for coding
c. coding images
d. analysing the results.
Finding images
This article examines all promotional signatures of counties, cities and
municipalities in the Silesian Voivodship. The following information has been
taken into account:
a. Upper Silesia encompasses 19 townships, 17 administrative districts, 36 counties
together representing approx. 10% of counties in Poland.
b. Silesian Voivodship consists of 167 municipalities, i.e. approx. 6% of communes
in Poland.
c. The surveyed self-government units are of different sizes (from the cities with a
few hundred thousand inhabitants to small municipalities).
The visual presentations were sought on official websites of townships, offices
of the cities and municipalities, in Bulletins of Public Information, in promotional
materials of towns and municipalities (e.g. maps, guidebooks, calendars). The
authors also used personal contacts with employees of the promotion offices. In
some cases (e.g. Gliwice, Zabrze, Siewierz, Milówka) authors participated in
various projects related to the visual identification of the region.
Devising categories for coding
Effective taxonomy should be characterised by the following features (Mollerup
2013, p. 100):
I. The classes should be differentiated with clear distinction between them.
II. The characteristics of every category should be consistent.
III. The classes should exclude each other, and a particular description should fit
exclusively into one category.
IV. The classes should cover the entire spectrum of possible entries.
V. The classes must be relevant to the purpose of the taxonomy.
2
Wheeler uses both English terms: slogan and tagline without detailed explanation what differences
are between these two terms.
3 Image in the Gillian Rose book has different meaning than in Polish language. In her analysis image
means a visual picture.
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Anna Adamus-Matuszyńska, Piotr Dzik
For the purposes of this article the Per Mollerup’s taxonomy has been selected.
That choice was made due to the following reasons:
a. He is a well-known practitioner, the author of many projects and at the same
times a theorist and university lecturer who developed the taxonomy.
b. The taxonomy has operated in the global circulation for several years, the book
in which it is explained was reprinted and revised.
c. The taxonomy is based on a clear theoretical construction and refers, inter alia,
to the work of Ferdinand de Saussure and Charles Sanders Peirce as well as
other communication theorists.
d. The taxonomy works in practice. Its author himself tested the content of the
book “Marks of excellence”.
e. The taxonomy is well known among Polish graphic designers.
Numerous advantages and professional position of the Mollerup’s taxonomy
makes it useful for representatives of other social sciences. The authors tested the
taxonomy in their other research projects.
Descriptive marks
(1.1.1)
Figurative marks
(1.1)
Metaphoric marks
(1.1.2.)
Non-figurative
marks (1.2)
Found marks
(1.1.3)
Picture marks (1)
Proper names
(2.1.1)
Descriptive
names (2.1.2)
Graphic marks
Name marks (2.1)
Metaphoric
names (2.1.3)
Found names
(2.1.4)
Artificial name
(2.1.5)
Letter marks (2)
Acronyms
(2.2.1.1)
Abbreviations
(2.2)
Initial
abbreviations
(2.2.1)
Non-initial
abbreviations
(2.2.2)
Figure 2. Mollerup’s taxonomy
Source: (Mollerup 2013, p. 101)
92
Non-acronym
initial
abbreviations
(2.2.1.2)
Managing Silesia Visual Identity Through Regional and Local Logo Design
In the original Mollerup’s taxonomy the category of non-graphic marks, i.e.,
signs having different than visual form, is included (Mollerup 2013, p. 101) but not
taken into account in this paper4. The signs that are other than visual (such as bugle
calls or songs) deserve deeper analysis, however they require greater competence
from the researchers.
The terms ‘found marks’ and ‘artificial name’ require additional explanation. In
the Mollerup’s classification the term ‘found’ is reserved for names and signs that
exist in reality, although their relationship with a given place does not carry any
associations. The term ‘artificial names’ refers to neologisms created for the
purpose of identity creation.
The analysis shows that pictures (pictures marks in the Mollerup’s taxonomy)
are the subject of research, and the cities’ names presented as visual signs will be
included into ‘proper names’ class of trademarks.
Coding images
Table 1. Cities
No.
1.
Place
Bielsko-Biała
Logo
Taxonomy
Non-figurative mark
that can be classified as acronym as
well
2.
Bytom
Descriptive mark –
what one may
conclude reading
the description of
the visual identity
3.
Chorzów
Proper name with
the slogan
4.
Częstochowa
Proper name with
the slogan
Mollerup in his book does not make the detailed analysis of the “non-graphic” or “non-visual”
marks. A general term “device” is proposed by this author (Mollerup 2013, p. 98-99, 114).
4
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Anna Adamus-Matuszyńska, Piotr Dzik
5.
Dąbrowa Górnicza
Non-figurative mark
6.
Gliwice
Descriptive mark
7.
Jaworzno
Non-figurative mark
8.
Jastrzębie Zdrój
Found mark
9.
Katowice
Non-figurative mark
10.
Mikołów
Descriptive mark
11.
Mysłowice
Initial abbreviations
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Managing Silesia Visual Identity Through Regional and Local Logo Design
12.
Ruda Śląska
Non-figurative mark
13.
Rybnik
Metaphoric mark
14.
Siemianowice Śląskie
Found mark
15.
Sosnowiec
Non-figurative mark
16.
Świętochłowice
Non-figurative mark
17.
Tychy
Proper name with
the slogan
18.
Zabrze
Non-figurative mark
19.
Żory
Proper name
Source: Authors of the paper
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Anna Adamus-Matuszyńska, Piotr Dzik
Table 2. Counties
No.
1.
Place
Będziński
Logo/Coat of arms
2.
Bieruńsko-lędziński
Proper name with
the slogan
3.
Bielski
Metaphoric mark
4.
Częstochowski
Non-figurative mark
5.
Gliwicki
Metaphoric mark
6.
Pszczyński
Metaphoric mark
7.
Raciborski
Descriptive mark
96
Taxonomy
Non-figurative mark
Managing Silesia Visual Identity Through Regional and Local Logo Design
8.
Tarnogórski
Metaphoric mark
9.
Wodzisławski
Metaphoric mark
10.
Żywiecki
Found mark
Source: Author’s own research
Table 3. Towns and rural communities
Będzin County
No.
Place
Logo/Coat of arms
Taxonomy
Descriptive mark
1.
Będzin
2.
Czeladź
Descriptive mark
3.
Siewierz
4.
Bobrowniki
Descriptive mark logo refers to real
objects and tradition
of the place, which
are well known in
the region
Metaphoric mark
5.
Psary
Metaphoric mark
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Anna Adamus-Matuszyńska, Piotr Dzik
6.
Wojkowice
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Initial abbreviations
2
Bielski County
No.
Place
Logo
Taxonomy
1.
Bielsko-Biała
Logo
2.
Czechowice-Dziedzice
See Table 1
Non-figurative mark
3.
Jaworze
Non-figurative mark
4.
Szczyrk
Metaphoric mark
5.
Porąbka
Metaphoric mark
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Managing Silesia Visual Identity Through Regional and Local Logo Design
6.
Wilkowice
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Bieruńsko-lędziński County
No.
Place
1.
Bieruń
2.
Lędziny
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Cieszyński County
No.
Place
1.
Metaphoric mark
5
Logo
Taxonomy
Non-figurative mark
Proper name
3
Logo/Coat of arms
Cieszyn5
5
Taxonomy
Non-figurative mark
Cieszyn has another logo see: (http://www.cieszyn.pl/…). There is no clear relation between these
two signs.
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Anna Adamus-Matuszyńska, Piotr Dzik
2.
Strumień
Proper name
3.
Wisła
Metaphoric mark
4.
Brenna
Metaphoric mark
5.
Istebna
Metaphoric mark
6.
Ustroń
Non-figurative mark
7.
Zebrzydowice
Metaphoric mark
Total number of
communes in the
county without
logo, meaning that
they use coat of
arms.
5
Częstochowski County
No.
1.
2.
Place
Częstochowa
Logo/Coat of arms
Logo
Konopiska
Taxonomy
See Table 1
Proper name with the
slogan
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Managing Silesia Visual Identity Through Regional and Local Logo Design
3.
Olsztyn
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Found mark
15
Gliwicki County
No.
1.
Place
Gliwice
2.
Knurów
Metaphoric mark
3.
Pyskowice
Metaphoric mark
4.
Gierałtowice
Initial abbreviations
Total number of
communes in the
county without
logo, meaning that
they use coat of
arms.
Logo
Logo
Taxonomy
See Table 1
5
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Anna Adamus-Matuszyńska, Piotr Dzik
Kłobucki County
No.
1.
Place
Kłobuck
2.
Panki
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Lubliniecki County
No. Place
1.
Lubliniec
2.
Woźniki
Total number of
communes in the
county without logo
meaning that they
use coat of arms.
Taxonomy
Found mark
Logo
Proper name with the
slogan
7
Logo
Taxonomy
Proper name with the
slogan
Metaphoric mark
6
Mikołowski County
No.
1.
Place
Ornontowice
Logo/Coat of arms
102
Taxonomy
Metaphoric mark
Managing Silesia Visual Identity Through Regional and Local Logo Design
2.
Wyry
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Metaphoric mark
3
Myszkowski County
No.
1.
Place
Myszków
2.
Poraj
Metaphoric mark
3.
Żarki
Descriptive mark
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
Logo
Taxonomy
Found mark
2
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Anna Adamus-Matuszyńska, Piotr Dzik
Pszczyński County
No.
1.
Place
Pszczyna6
Logo/Coat of arms
Total number of
communes in the county without logo, meaning that they use coat of
arms.
5
Raciborski County
No. Place
1.
Racibórz
2.
Kornowac
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
Logo/Coat of arms
Taxonomy
Descriptive mark
Taxonomy
Descriptive mark
Metaphoric mark
6
Rybnicki County
No. Place
Logo
1.
Rybnik
Logo
2.
Czerwionka-Leszczyny
Taxonomy
See Table 1
Metaphoric mark
Pszczyna has two different logos, another one is called “logino” and presents a daisy (the flower).
See: (http://pszczyna.pl/…, p. 22).
6
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Managing Silesia Visual Identity Through Regional and Local Logo Design
3.
Gmina Gaszowice
Initial abbreviations
4.
Gmina Lyski
Metaphoric mark
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
2
Tarnogórski County
No.
1.
Place
Kalety
2.
Radzionków
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
Logo/Coat of arms
Taxonomy
Metaphoric mark
Metaphoric mark
7
Wodzisławski County
No.
1.
Place
Gmina Gorzyce
2.
Gmina Lubomia
Logo/Coat of arms
Taxonomy
Proper name with the
slogan
Metaphoric mark
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Anna Adamus-Matuszyńska, Piotr Dzik
3.
Mszana
Metaphoric mark
4.
Wodzisław Śląski
Metaphoric mark
5.
Radlin
Metaphoric mark
6.
Rydułtowy
Metaphoric mark
7.
Godów
Metaphoric mark
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
2
Zawierciański County
No.
1.
Place
Poręba
Logo/Coat of arms
106
Taxonomy
Descriptive mark
Managing Silesia Visual Identity Through Regional and Local Logo Design
2.
Zawiercie
Total number of
communes in the
county without logo,
meaning that they
use coat of arms.
Żywiecki County
No. Place
Non-figurative mark
8
Logo/Coat of arms
Taxonomy
Descriptive mark
1.
Jeleśnia
2.
Lipowa
Descriptive mark
3.
Radziechowy-Wieprz
Descriptive mark
4.
Ślemień
Metaphoric mark
Total number of
communes in the
county without logo,
meaning that they use
coat of arms.
11
Source: Author’s own research
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Anna Adamus-Matuszyńska, Piotr Dzik
Analysing the results
Non-figurative
marks 1.2
Descri-ptive
1.1.1
Meta-phoric
1.1.2
Found
1.1.3
19
17
148
184
19
10
55
84
8
2
6
16
3
1
10
14
1
5
27
33
2
1
3
6
Initial
abbrevia-tion
2.2.1
No. with logo
Cities
Counties
Commu-nities
Total
Proper names
2.1.1
Total no.
1.
2.
3.
Figurative marks
Places
No.
Table 4. Statistical summary
4
1
6
11
1
0
3
4
Source: Author’s own research
Discussion and conclusion
Total numbers of researched units in the Silesia Voivodship are 184. The
number of places that use graphic symbols (logo) in their marketing and operational
practice is 84, it means – 45,6%. Compared with the whole country, there are 312
(48%) among 649 cities and counties that apply graphic symbols in Poland. The
statistical difference between the number of towns in Poland and the Silesia
Voivodship, which use logo of a place in their promotional activities, is not
significant. The main reason is, that large cities in Poland use visual identification
in their marketing communication more often because they have more funds to
cover the costs.
As it is presented in the provided tables, the figurative marks dominate in visual
presentation of Silesian towns. There are 53 of such signs, compared with the
non-figurative which is 16 in total. Such situation proves that places (in practice it
means self-governments) prefer to demonstrate the objects that actually exist in the
region7 in graphic symbols.
Fifteen communities and one county use so-called ‘landscape’ as a visual
presentation of the place. It should be stressed that such presentation is not typical
for large cities that prefer more abstract visual representation. Moreover, such
colours as blue, green, and yellow dominate in visual identity of the Silesia towns.
The graphic symbols used are very general and traditional, thus another town in a
different region might easily adopt them. It means that such logo does not meet the
distinctive function of a logo. From the visual presentation of the Silesian towns
and communes one may have difficulty to acknowledge the essentials of the place
and its community. Logos are similar and do not let the user make any distinctions
among them.
7 Kevin Lynch in The Image of the City stressed that vivid and integrated physical setting place
provides raw material to present the place in the process of communication (Lynch 2011, p. 5).
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Managing Silesia Visual Identity Through Regional and Local Logo Design
One of the main issues which should be emphasised is connected with the
presentation of the place identity. The authors of signs assume that objects presented
in particular visual symbols are commonly known and can be easily recognized by
the user. They are created with the application of the communication formula
called ‘what is inside – is known outside’.
Next conclusion is similar to that elaborated by Mattias Beyrow and Constanze
Vogt (Beyrow, Vogt 2014, p. 34). The visual representation of a place in a graphic
symbol is overloaded. There is much content and the authors want to present all
crucial and famous objects. Therefore, one may feel confused when trying to
understand what is typical for a given place and what may distinguish a certain
place from others.
Graphic signs play an important role in urban and rural spaces, including social
space. Thus an examination should concentrate not only on the relationships
between place identity and visual identity, but also on their functions in public space.
Analysis of the logos and other visual symbols of places should cover sociological,
public management and graphic design studies. Such a comprehensive scientific
examination will bring complete understanding of both – the process of graphic
signs creation and the graphic signs impact on community and socio-economic
surroundings. Visual signs represent the place and its community, they uncover
the most significant characteristics of the place and its people, they influence
perception of others, and finally activate decision-making processes of citizens,
tourists and investors. In all, joining together different approaches – graphic design,
sociological, cultural, economic and managerial will bring profits for a given place
and its community.
New public management is a concept that demonstrates how to manage public
values today. This also applies to the management of intangible values. One of
such values is the identity of a city or region, expressed, among others, by visual
signs symbolizing the best traditions, history, what is important for the residents
and the environment. Therefore, the management of visual identity, in the days
of the dominance of images in the public space, is used in the impact on the
perception of the place, its people, organizations operating there and the existing
physical infrastructure and buildings (Eshuis, Klijn 2012, p. 3). The process
of brand identity creation is different from the traditional, rational forms of
communication, as it must appeal to a person; his/her sensuality and emotions
affect his/her impressions. Hence there is this important role of the place visual
identity which can support local governments for the development of the place, or –
if it is wrongly managed – hinder them.
109
Anna Adamus-Matuszyńska, Piotr Dzik
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Anna Adamus-Matuszyńska, Piotr Dzik
ZARZĄDZANIE TOŻSAMOŚCIĄ WIZUALNĄ WOJEWÓDZTWA
ŚLĄSKIEGO POPRZEZ REGIONALNE I LOKALNE LOGO
Streszczenie: Tworzenie spójnych marek regionalnych i miejskich ma kluczowe znaczenie dla miejsc, ponieważ branding miejsca może przyczynić się do sukcesu w turystyce,
inwestycjach, a tym samym do rozwoju całego regionu. Studia literaturowe pokazują, że
w literaturze przedmiotu występuje luka badawcza dotycząca praktyki stosowania znaków
wizualnych używanych w marketingu miejscowym, które powinny przedstawiać miasto,
region lub kraj. Artykuł podejmuje próbę omówienia wyzwań, a także słabości w zarządzaniu tożsamością wizualną w województwie śląskim, a pośrednio i w Polsce. Celem
badań było zidentyfikowanie oraz analiza logo miast i gmin województwa śląskiego.
Głównym celem tej eksploracji jest opisanie śląskiej tożsamości wizualnej poprzez praktykowane wizualne znaki określane terminem „logo”.
Autorzy starają się odpowiedzieć pytania badawcze:
1. Jakie trendy są typowe dla wizualnej prezentacji miast w województwie śląskim?
2. Jaki obraz regionu jest prezentowany w logo śląskich miast?
3. W jaki sposób logo jest stosowane w administracji publicznej w województwie śląskim? W badaniach wykorzystano metodę analizy treści. Najpierw autorzy próbowali zebrać wszystkie logo poprzez obserwację otoczenia zewnętrznego oraz działania samorządów w Interencie, w tym w mediach społecznościowych, a następnie przeanalizować je za
pomocą taksonomii Pera Mollerupa. Wyniki badań ilustrują, w jaki sposób instytucje samorządowe odpowiedzialne za promocję miejsca przedstawiają śląskie miasta w komunikacji marketingowej.
Słowa kluczowe: identyfikacja wizualna, logo, marka, marketing miejsca, zarządzanie
tożsamością wizualną
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