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Double Visual Identity of the Place Brand: Coat of Arms and Logo. The Case of Poland

In: Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector

Author

Listed:
  • Anna Adamus-Matuszyńska

    (University of Economics)

  • Piotr Dzik

    (Academy of Fine Arts)

Abstract

Brand identity is an essential theoretical and practical subject in place branding. It is a complex phenomenon that includes, among others, visual identity systems and design programs. One of its key elements is the logo. Places, contrary to corporations, often have a double visual identification of the brand: a coat of arms and a logo. In this matter, the authors consider the case of Poland because, after the political changes started in 1989, more than 2,400 territorial coats of arms have been adopted. At the same time, almost 1,000 logos of Local Government Units (LGU) have been developed and implemented. Although the problem of the relationship between coats of arms and territorial logos has been discussed in the Polish literature, the positions expressed tend to be postulating rather than based on empirical research. Therefore, the purpose of the article is to provide empirical data and describe the relationships between coats of arms and logos. The starting point of this research is the theory of place marketing, whose key element is the concept of place branding. The authors used content analysis as a research method to analyse the content of the logos. In the literature, it is postulated that the functions of the coat of arms and the logo are separate. In practice, the relationships between the coat of arms and the logo are much more complex. Place brand identity models should consider the coexistence of the territorial logo and the coat of arms and their parallel use.

Suggested Citation

  • Anna Adamus-Matuszyńska & Piotr Dzik, 2023. "Double Visual Identity of the Place Brand: Coat of Arms and Logo. The Case of Poland," Springer Proceedings in Business and Economics, in: Ana Maria Soares & Beatriz Casais (ed.), Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector, pages 103-130, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-29020-6_6
    DOI: 10.1007/978-3-031-29020-6_6
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