Urban brand design through the transformation of Historical Heritage: A Typological Framework

Abstract

This paper examines the integration of historical heritage into urban brand design using a typological approach. Through qualitative analysis and diverse case studies, the research identifies distinct ways for applying heritage to key visual elements, such as logos, color palettes, and auxiliary graphics. The study reveals that, when effectively leveraged, historical sites can be transformed into strategic brand assets that enhance local identity and global competitiveness. The findings offer a comprehensive framework for understanding heritage-driven design strategies, providing valuable insights for urban planners and designers to create more resonant and sustainable city brand identities.