VISUAL MARKETING

The Visual Identity of Cities and Countries

One of the first impressions that a visitor gets of a city is through the visual messages that the new environment sends through various advertising media, billboards, inscriptions on shops, letters on traffic signs, shops, streets, through company logos, cultural and sporting events.

Large world centers are characterized by striking, aggressive, but also sophisticated and visionary visual solutions that indicate great competition among designers, as well as more visually sensitive markets.

Although in this area we are far from the level of evolution of today's developed societies, in the nineties, young designers also emerged in our country who, with modern solutions, a contemporary approach to business, and an experimental spirit, brought a new sensibility to an environment where design has never been given much attention. How do they see contemporary trends in creating visual identities and how applicable are they in our environment? Which designer solutions of domestic companies, campaigns, and events are successful and which are unsuccessful? How aware are domestic clients of how a good design should look and how important it can be?

The visual identity of a city or country is a complex and multifaceted concept that encompasses everything from its architecture and public art to its advertising and branding. It is the way that a city or country presents itself to the world, and it can have a significant impact on how it is perceived by visitors and potential investors.

There are many different factors that contribute to the visual identity of a city or country. Some of the most important include:

• Architecture: The architecture of a city or country is one of the most visible aspects of its visual identity. It can reflect the city or country's history, culture, and values. For example, the historic architecture of European cities such as Rome and London is a major part of their visual identity.

• Public art: Public art can also play a significant role in shaping the visual identity of a city or country. It can be used to create a sense of place, to celebrate the city or country's culture, or to promote social change. For example, the public art installations in New York City are a major part of its visual identity.

• Advertising: Advertising is another important factor in the visual identity of a city or country. It can be used to promote the city or country's attractions, to attract tourists and investors, or to build brand awareness for local businesses. For example, the advertising campaigns for Tokyo and London are a major part of their visual identity.

• Branding: Branding is the process of creating a unique and identifiable image for a city or country. This can be done through the use of logos, colors, and other visual elements. For example, the branding of the city of Paris is a major part of its visual identity.

Conclusion:

The visual identity of a city or country is important because it can have a significant impact on how it is perceived by visitors and potential investors. A well-designed visual identity can help to promote the city or country's attractions, to attract tourists and investors, and to build brand awareness for local businesses.

Examples of successful and unsuccessful designer solutions of domestic companies, campaigns, and events

Some examples of successful designer solutions of domestic companies, campaigns, and events include:

• The rebranding of the city of Belgrade in 2017 was a success because it created a new and modern visual identity for the city that was both relevant to its history and culture and appealing to a global audience.

• The branding of the Exit Festival, one of the largest music festivals in Southeast Europe, is also successful because it is unique and identifiable, and it reflects the festival's values of diversity and freedom.

• The packaging of the Serbian beer brand Jelen is another example of a successful designer solution. The packaging is simple and elegant, and it reflects the beer's brand identity of being a high-quality product.

Some examples of unsuccessful designer solutions of domestic companies, campaigns, and events include:

• The branding of the Serbian national airline Air Serbia is unsuccessful because it is generic and unoriginal. The logo is similar to the logos of other airlines, and it does not reflect the airline's unique selling proposition.

• The branding of the Serbian government's "Serbia Creates" campaign is also unsuccessful because it is confusing and unclear. The logo is a combination of different symbols that do not have a clear meaning.

• The packaging of the local food brand Podravka is another example of an unsuccessful designer solution. The packaging is outdated and cluttered, and it does not reflect the brand's image of being a modern and innovative company.