Territorial brand design in Spain

Abstract

Branding has spread to areas traditionally outside any marketing consideration. A consequence of this expansion is territorial branding.Territorial brands have undergone significant changes in recent decades, and these changes have altered, among other things, the established order of the elements that define an identity in a complex way. 

Works on territorial brands are common, but there is little literature on them from the point of view of design. For this reason, the aim of this article is to identify the graphic characteristics, identification strategies and brand typologies used by Spanish destination brands in order to obtain a global vision. The sample consists of seventeen territorial brands and fifty local brands. The variables analysed are the brand typology, the identification strategy, the linguistic sign, the iconic sign and the chromatic sign that make up the identity of each of the brands included in the sample. The results confirm the existence of graphic, typographic and chromatic patterns that identify territorial tourism products.