A while back I posted a short entry regarding the developing trend of using an exclamation mark in the design of destination brandmarks. That is, in relatively-non-brand jargon speak: the brandmarks of cities. Or, in really non-brand jargon speak: the logos of cities.
That entry referred to the recent that's me!bourne branding exercise and how the city of Dublin had also utilised an exclamation mark in it's recent destination rebranding. (Or in non-branding jargon: 'when Dublin got a new logo'). That initial piece was written partly in jest, and I proposed that this 'replace letter l or i with exclamation mark' thing was a design 'solution' that was relatively easy to utilise – all cities want to be perceived as being really !nteresting or even !ncredible – so soon many cities that had an l or i in their name would soon utilise this promotional 'strategy'.
But then along came the destination brandmarks for the cities of Madrid, and Johannesburg and one for India. What was an idea suggested in jest was fast becoming branding reality. 'Destination !marks' were popping up everywhere.
Conceptually speaking, both the Johannesburg and the Melbourne brandmarks stand up to further scrutiny and consideration. I'd propose that they're perhaps 'better' and more memorable marks by having deeper linkages to their subject matter and context. It's easy to add a ! to a city's name (for example: Sant!ago, St K!lda) – but what does that really mean and relate to? And is it that memorable when everyone is doing it?
The mark for Johannesburg relates to their Hillbrow Tower, the tallest tower in Africa and something proudly 'Jo'burgian' (even if you haven't been able to visit it since 1981). But it must be said the Jo'burg mark does feature some very ungainly typography. The 'Jo' is one typeface, the '!b' something else, the 'ur' perhaps another and the 'g' maybe another again. So it loses some points there.
The 'that's me!bourne' mark designed, I believe, by emerystudio (ex-emeryfrost), expresses the idea that Melbourne is not merely an(other) exciting, dynamic place but a city where its inhabitants and visitors can discover their own favourite locations and activities. People can have their own very personal 'take' on what Melbourne is. As outlined earlier this year in my talk at the RMIT Character event, I believe that this mark, by focussing on a personal interpretation of Melbourne (and we all love/like/dislike Melbourne for a variety of reasons) is very successful – it's not merely saying 'hey, we're exc!t!ng'. It's open for personal interpretation and exploration. It connects on a personal level and invites participation. You become part of the communication process.
It's in this 'personal' regard that the Melbourne brandmark works similarly to Milton Glaser's celebrated I Love NY identity. People love New York for many varied and often quite personal, sometimes even complex reasons. A simple 'New York!' simply doesn't cut it with such a city.
The Madrid mark works with both Spanish and non-Spanish audiences. The double !! is how exclamation marks are indicated in Spanish and creates a very appealing graphic entity – but really, how is Madrid different to say, Barcelona or Seville? Madrid is simply more exciting?
And the India brandmark also perhaps offers more than you may think. The red dot in the exclamation mark could relate to the bindi worn by many women in India. But is that really all that interesting?
1+1= 3 works hard at recognising, describing and even decoding design trends that sweep the globe. If you have any more examples of Destination !marks, we'd love to hear from you.
Notes:
Read more about the destination branding of Madrid by Landor.
And I should mention that I feel quite uncomfortable referring to countries and cities as brands. Toothpaste, dog food, airlines – yes. Cities – hmmm. Destination brandmarks? Hmmm too.
All destination brandmarks depicted above © of their individual owners.
Interesting you should mention the use of the exclamation mark in branding destinations. If you consider the branding of exhibitions as destination, the same trend has influenced the title of the new exhibition at the Powerhouse Museum in Sydney - Inspired! design across time.
Posted by: biladesign | 21 January 2006 at 11:43 AM
New logo Ostrava city in Czech Republic:
http://www.jarnemec.com/blog/index.php/2008/09/25/ostrava/#more-45
Posted by: Jaroslav Nemec | 26 September 2008 at 09:21 PM