The Art of City Branding: Crafting Urban Identity in a Global Age
In today’s increasingly interconnected world, city branding is more than a marketing exercise; it’s a strategic imperative. Cities are competing not just for tourists, but for talent, investment, and global relevance. A well-crafted city brand can distill a metropolis’s spirit into a compelling narrative, one that resonates with residents and visitors alike.
From “I ❤️ NY” to “We ❤️ NYC”: A Cultural Icon Reimagined
The "I Heart New York" campaign, launched in 1977, is perhaps the most iconic city branding effort in history. Designed by graphic artist Milton Glaser, the logo with its bold typography and red heart became a universal symbol of New York City’s resilience and charm. Born during an era of economic crisis and urban decay, its simplicity—a typewriter font paired with a red heart symbolized hope and defiance. Over time, it became more than a tourism slogan. It became personal.
The campaign was originally created to revive the city's tourism industry during a time of decline and high crime. But it didn’t stop there. Decades later, it still stands as a lasting symbol of the city’s spirit.
Fast-forward to 2023: a new iteration: “We ❤️ NYC”, emerged in response to post-pandemic challenges and rising inequality. Spearheaded by the Founders creative agency, this version shifts the spotlight from individual love to collective ownership. It’s a reflection of the times: more inclusive, more communal, and more focused on shared responsibility. The evolution emphasizes a central tenet of successful branding: adaptability without losing authenticity.
Porto: A Modular Identity Rooted in Heritage
Porto, Portugal’s soulful northern city, leverages its authenticity as its greatest asset. While not an official slogan, the phrase “Porto. The Best European Destination” reflects the city’s repeated recognition in international tourism awards and reinforces its reputation as a top-tier travel spot. This acclaim is supported by a brand identity that is both flexible and deeply rooted in local character.
Launched in 2014, Porto’s modular logo system, based on a geometric grid, mirrors the city’s architectural diversity and cultural richness. From medieval landmarks to tiled façades, the brand absorbs and reinterprets tradition for a modern audience.
The branding highlights Porto’s UNESCO-listed Ribeira district, world-famous port wine, and thriving arts scene. Porto’s branding also emphasizes sustainability and authenticity, appealing to travelers seeking meaningful experiences. By celebrating its unique heritage while promoting modern amenities and green initiatives, Porto has achieved a balance that attracts both tourists and long-term investors.
Oslo: Designing a Greener Future
Oslo’s brand is a testament to how visionary policy and design can merge. Norway’s capital has positioned itself as a model of sustainability and innovation, with ambitions like carbon neutrality by 2030 and initiatives such as car-free zones and green architecture. Initiatives such as car-free zones, extensive bike lanes, and green architecture are central to Oslo’s identity. These efforts align with its cultural and economic strengths, showcasing Oslo as a vibrant hub for arts, technology, and peacebuilding, including its role as host of the Nobel Peace Prize ceremony.
Previously fragmented by over 250 logos across municipal services, Oslo’s identity lacked cohesion. In 2020, a unified visual system designed by Creuna Norway (now Knowit Experience) brought clarity. Meeting universal design standards, the new brand promotes accessibility and trust, uniting government services under a consistent and inclusive umbrella.
A 2023 viral commercial titled “Is it even a city?” highlighted Oslo’s stunning landscapes and progressive ethos, proof that compelling branding can amplify both message and emotion.
The updated branding not only celebrates Oslo’s historic and modern achievements but also establishes it as a model for sustainable urban living and innovation.
Helsinki: Minimalism Meets Modernity
Helsinki’s recent branding overhaul exemplifies how design can be functional and emotional. Long reliant on a traditional coat of arms, the Finnish capital sought a more unified, contemporary look. Previously, city departments and projects operated with disparate logos, with only the traditional coat of arms offering minimal consistency. The new branding, inspired by the crest, incorporates a versatile logo adaptable to multiple languages and formats, ensuring functionality across diverse applications.
Enter the Helsinki Grotesk typeface, a custom font with wavy flourishes inspired by the city’s coastal geography. A wave motif, echoing the historic crest, ties the visual language together. The color palette references local landmarks, from cathedral domes to metro hues, embedding place into design. These elements provide a coherent, recognizable identity that resonates with both citizens and visitors.
This brand reflects Helsinki’s values: clarity, inclusiveness, and quiet innovation. It speaks to residents while projecting the city’s reputation for livability and human-centered urban design.
Amsterdam: An Invitation to Belong
“I Amsterdam”, launched in 2004, transformed a city into a global brand of belonging. The slogan is less about place and more about participation, inviting locals and visitors alike to see themselves as part of Amsterdam’s narrative.
The now-iconic red and white letters became selfie magnets and cultural touchstones before being removed in 2018 to curb overtourism. Yet, the spirit of the campaign lives on, bolstered by the city’s visual identity rooted in the triple-X symbol from Amsterdam’s coat of arms.
Symbolizing courage, compassion, and determination, this motif ties tradition to a modern, progressive ethos. This logo serves as a unifying emblem, appearing on everything from official documents to public transport signage. The city’s extensive cycling infrastructure and forward-thinking urban planning further emphasize its commitment to livability and environmental stewardship, reinforcing its position as a leader in modern urban design.
Amsterdam’s strengths in cycling, sustainability, and connectivity reinforce its reputation as a creative, open, and forward-looking metropolis.
Berlin: The City of Becoming
Berlin’s “Be Berlin” campaign, launched in 2008, celebrated the city’s ever-evolving identity. After 12 years, the campaign was retired, but its core message remains: Berlin is a city in flux, shaped by its residents' creativity and contradictions.
With a brand built on openness and individual expression, Berlin highlighted its affordability, neighborhood diversity, and grassroots culture. Its brand didn’t impose a single story; it invited a thousand.
This bottom-up approach reflects the city's ethos as a haven for artists, innovators, and changemakers. Known for its rich history, vibrant arts scene, and status as a global hub for innovation, Berlin’s branding captures the essence of a city that thrives on reinvention and self-expression.
Key elements of Berlin’s branding include its emphasis on affordability, inclusivity, and cultural vibrancy. The city’s neighborhoods, each with its distinct character, offer a microcosm of Berlin’s eclectic spirit. The "Be Berlin" campaign amplifies these narratives, positioning the city as a haven for creatives, entrepreneurs, and visionaries.
Melbourne: The Living Mosaic
Consistently ranked among the world’s most livable cities, Melbourne’s branding embraces flexibility, culture, and innovation. The 2009 launch of its geometric “M” logo gave the city a dynamic visual signature, one that adapts across mediums and applications.
Each facet of the “M” represents a different thread of Melbourne’s identity, from street art and sports to academia and technology. The brand mirrors the city itself: layered, multicultural, and constantly evolving.
Melbourne’s global festivals and green credentials reinforce its reputation as a city that celebrates both community and change. Events like the Melbourne International Arts Festival and the Australian Open further highlight the city’s dynamic cultural scene. Complementing its cultural appeal, Melbourne’s commitment to sustainability and innovative urban planning reinforces its position as a progressive and adaptable metropolis. Together, these elements establish Melbourne as a thriving and inclusive hub that continues to lead in livability and innovation.
Paris: Redefining a Classic
Known for elegance and history, Paris’s brand renewal in 2019 proved that even the timeless can be refreshed. Drawing from its coat of arms, the new logo features a sleek, single-stroke rendition of the historic nave boat. The refined typeface includes a subtle “smile” in the letter “A,” signaling Paris’s warmth and welcome.
The branding aligns with the city’s green agenda, pedestrianized riverbanks, urban farming, and eco-conscious tourism, signaling a city looking forward while staying rooted in its cultural prestige.
Paris’s branding also emphasizes sustainability and innovation. Recent initiatives like the pedestrianization of the Seine’s banks and the promotion of green tourism highlight the city’s commitment to eco-friendly urban living. These efforts, along with Paris’s role as host to major international events such as the upcoming Olympic Games, underscore its ability to seamlessly integrate heritage with forward-thinking design, maintaining its position as a world leader in culture, elegance, and innovation.
Theory Meets Practice: What Makes a Brand Succeed?
As branding expert Keith Dinnie outlines in City Branding: Theory and Cases,
effective city branding hinges on three core pillars:
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Authenticity: Aligning the brand with the city's lived identity and values.
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Strategic Coherence: Consistent messaging across stakeholders and platforms.
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Engagement: Involving citizens in both the creation and experience of the brand.
The cities explored: Amsterdam, Porto, Oslo, Melbourne, and others, show how design, narrative, and policy converge to build trust and aspiration.
Why City Branding Matters More Than Ever
A strong city brand is more than a logo or tagline, it’s a strategic tool for economic resilience, social cohesion, and global influence. It can attract entrepreneurs, artists, students, and investors. More importantly, it creates a shared identity that residents can rally behind.
As the world becomes more urban and competitive, city branding is not optional, it’s essential. When done well, it becomes both mirror and megaphone: reflecting a city’s soul, and projecting its vision to the world.
Written by mimoza Malići
Mimoza Maliqi is a seasoned marketer with a sharp eye for storytelling and strategy. At TOML Collective, she runs the show on all things marketing and helps shape the TOML Journal, where she crafts stories that are honest, insightful, and occasionally unexpected. Reach her at mimoza@tomlcollective.com.