If you’re a company, design label or high street shop, brand is everything. It defines who you are and distinguishes you from competitors. So, should we be talking about branding our buildings and urban design? Rob Delius, Divisional Director and Head of Sustainability, explains.
The spaces and places we create often become the physical manifestation of a client’s brand, whether intended or not. However, although we don’t consciously refer to ‘brand’, we are often thinking about identity, or ‘placemaking’, when designing.
These are extremely important, but what about on a city-wide scale? Are we able to take a broader view of how buildings, streets and public spaces can collectively contribute towards a city’s brand and sense of place? How they can set it apart from its neighbour? Is this even important?
In my opinion, yes.
A city with a strong sense of self is more confident. It’s more engaging. It has a sense of purpose and is usually better at attracting investment, jobs, visitors and new residents.
Branding is something I’ve seen a lot recently, a trend that’s gathering traction.
Our Bristol Colour Capital campaign celebrates how Bristol’s colourful houses have become a key part of the city’s brand and perhaps one of its defining features. They are being noticed around the world. They strengthen its reputation for individuality, for creativity, for self-expression and sense of fun, and they contrast brilliantly with the uniformly honey-coloured hues of its neighbouring city, Bath.
These traits are part of Bristol’s identity and architects, the Council and design advisory groups should be championing them in our new developments.
I explored ‘brand’ when I submitted an entry for the RIBA Imagine Bath competition in 2015 with an idea called Waters of Bath. The proposal asked why the city is failing to capitalise on its brand. After all, the city’s waters are almost completely absent from its streets and squares, despite being the main the reason it exists at all.
The idea proposed a network of fountains around the city to celebrate its history and identity, while at the same time providing a delightful addition to its public realm for residents and visitors alike. You can read more about the idea in this month’s Bath Magazine (page 16). The proposal is being discussed with city groups and the Council and Tourist Board.
So, in a time where everywhere is beginning to look and feel the same, brand is as important as ever. And those involved in shaping our cities, whether they are developers, planners or designers, should take note and celebrate individuality.