Keywords
visual identity
place branding
territorial marketing
Wielkopolska
Silesia
How to Cite
Abstract
The article is the result of empirical research undertaken by the authors. Research is based on the study of the content of the logos of local government units (LGU). The authors compare these signs by stating the existence or nonexistence, indicating the same or similar visual elements in the content of the logo, in order to consequently indicate the specificity of the visual identity of cities, municipalities of two voivodeships, Wielkopolska and Silesia. The aim of the research is to discuss the specificity of the visual identification systems of these voivodeships.
The starting point for considerations are theories of territorial marketing and place branding, which seek to understand the importance of promotion in building the identity of a place.
For the purposes of the research, the content of 122 out of 258 LGUs in the Wielkopolska Voivodeship and 104 out of 185 entities in the Silesia Voivodeship were analyzed, i.e., all that by 30.06.2022 were confirmed by the authors as operating in public and virtual space, which makes that the studied sample is equal to the studied population. The analysis used the typology developed by the authors during previous research on the visual identity of local government units, and then the comparative analysis method based on comparable interpretation criteria was applied.
In conclusion, the authors draw conclusions regarding the specificity of the visual presentation of two voivodeships as territorial brands.
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