Rough Guide City Branding

The Brief

I am expected to investigate, research and analyse the marketing context for the product/brand by utilising Word press to record and annotate the subject of branding in general and specifically about my Rough Guide City Brand 2016.

The above information should then become part of my report and evaluation, compiled and written to support your marketing design proposals for the promotion of my Rough Guide City Brand. The report should also include reasons justifying my design decisions in response to my marketing analysis to brand my ‘chosen’ city for Rough Guide City Brand 2016.

Include how I’ve have considered the graphic elements of colour, shape form, typeface, visual impact, style, layout and mood. Also the main terminology, elements and definitions of branding, including explanations of terms such as the brand, brand image, awareness, brand recognition and recall, brand preference, brand equity, ethos and any other relevant terms.

Specific Requirements –

  • A contemporary, modern/retro logo* or logotype for your chosen Rough Guide (New York NY is also known as The Big Apple) with a coordinated colour scheme to represent the City, it’s brand values and possibly cultural origins.
  • A promotional brochure or magazine if preferred, (any size, colour and format) incorporating a mission statement or proposition to form part of the Rough Guide City Brand 2016. (comprising of a cover and at least 4 double page spreads)
  • Double page spreads and content could relate to sections within the City or suggested top 5 or top 10 ‘must see destinations’ – galleries, museums, walking tours, dining, attractions or similar visitor information and destinations.
  • Advertising and promotion: poster(s), billboard (digital or print) postcards or flyers promoting your chosen City to accompany the Rough Guide brochure.

Further developments –

Environmental application of the visual style of the City could incorporate the following

  • Banners, street furniture, ambient graphics or a mural
  • Further examples of double page spreads
  • Alternative covers for another City to show a corporate flavour

What City am I going to choose?

A City Brand is its promise of value, a promise that needs to be kept. Its purpose is to inform, clarify and challenge people’s views, I am acquired to choose a city from the following list (typed below) that my tutor has given me and brand it for the forthcoming Rough Guide City Brand 2016, a guide that’s going to last at least 3 – 5 years.

Collection of Cities 

Las Vegas

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  • Selling points?

Some of the main selling points of Vegas would be gambling, drinking and strip clubs, These appeal to people who want to have a good time and because of the money that has been put in to making this city so big and bright they constantly have people coming in and out. Vegas are able to charge huge amounts because of the luxury products and services they provide. Also the city has the name city of sin which people go there to do things they wouldn’t at home, most of this is shown in films.

  • How do they create loyalty?

Loyalty in vegas is created by the promise of having a good time and if this is met then people will go back no matter what the cost. I think the bright lights and the way most things are open 24/7 makes the city that bit more magical.

  • Target audience?

I think the main target audience would be 25 – 40 year olds although they do still get a large amount of over 40s because of the fact of the brand loyalty and that you don’t have to be young to have fun. I think they mainly look for groups of men in this age range possibly even stag do’s because this is something that has been globally shown through films, adverts and advertising. they will also try to get as many celebrities there as possible because this boosts there look with out them having to advertise.

  • Gender

I think the main gender they aim for is men because it is known for a great place to have a stag do’s even though they cater for everyone of any gender or sexuality.

  • Age

Main age between 25-40 Although can be any age over 21

  • Lifestyle

A customers life style who would regularly go to vegas would be some one with either a high earning job or with a lot of money to spare. This is because it isn’t a cheap city and if you are there to gamble it is the centre of the gambling game.

  • Social groupings

The customer social groupings would probably be with other people who enjoy the luxurious life with expensive drinks and food, cars, houses.


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  • Selling points?

Some of the selling points for Amsterdam would be the views, because of the rivers which run through the city you can watch boats and people go past which makes it have a peaceful feel. Its also known for its beer and a place to go for shopping. I think Amsterdam is becoming a great place to visit for a few days, a lot of people say that a week is to much. This makes it good for a quick break possibly from work or responsibilities.

  • How do they create loyalty?

Amsterdam are trying to clean up there image by making the place look nicer and friendly. As it is known for some bad things as well.

  • Target audience?

There are two target audiences now, the first would be found people around 18 plus and the newest would be young couples around 20 plus, i think they have done this to become a romantic place which would be a cheaper alternative to going to rome from the uk.

  • Gender

male and female are around the same at the minute because they re open to couples which can be any sexuality.

  • Age

18 – 30

  • Culture

Sex, drugs

  • Lifestyle

People who like to go out a lot and try different things.

New York

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  • Selling points?

The selling points of New York are massively varied from tall buildings and statues to parks and bridges, The main ones would be in manhattan for example empire state building, times square, ground zero. Another selling point would be that no matter what time it is day or night there will be people everywhere which is why they call it the city that never sleeps.

  • How do they create loyalty?

New York create loyalty through the vibe you get when being there and seeing places you don’t see at home.

  • Target audience?

I would say the target audience would be couples or the older generation from round 30-60+ because there isn’t much for kids to do which would rule out family trips, New York is more exciting for adults who can appreciate the work that has gone in to creating the city.

  • Gender

Either male or female because everything applies to both with shops, tourist attractions, sports.

  • Age


  • Culture

Money, hard work

  • Lifestyle

Either wealthy people or people who are dedicated to save up to take this trip as its not just the journey thats expensive but also the products are as well.


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  • Selling points

– The worlds most sophisticated railways with 13 subway lines and more than 100 surface routes run by Japan Railways and other private companies.

– Their picture perfect sushi.

– There are countless independent fashion boutiques in the Harajuku area, all dedicated to forms of youth fashion.

– more michelin starts than anywhere else

  • How do they create loyalty?

They create there loyalty by great food and tourist attractions, some of their streets have a great resemblance of New Yorks times square.

  • Target audience?

The target audience for Tokyo would be 20-35 year olds because it has great food and young fashion which would appeal to a younger audience, also I think that it would be a great attraction to students.

  • Gender

Both male and female because their is a variety of different choices to do when visiting.

  • Age


  • Culture

Some of Tokyo’s culture includes or origami, crafts (dolls) and pottery.


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  • Selling points

– Many of the buildings have arches,domes and vaults. One of the famous architecture symbol in Rome is the Colosseum. It is the largest amphitheatre ever built in the Roman Empire. Capable of housing 60,000 spectators, it was used for gladiatorial combat.

– priceless works of art, palaces, museums, parks, churches, gardens, basilicas, temples, villas,piazzas, theatres, and other venues in general

– St. Peter’s Basilica, the largest church in the world, this building Michelangelos dome is the centre of christianity.

– Pantheon, the pantheon was built in 118AD by emperor Hadrian as a temple for all pagan gods. The buildings dome was the largest in the world for more than 13 centuries.

– Forum Romanum, as the heart of ancient rome, the forum boasted plenty of temples, arches and basilicas. Most is no rubble but with imagination you can see the empire come back to life.

– Piazza Navona, the long navona square follows the oval shape of the former domitian stadium.

  • How do they create loyalty?

Rome has been known to create loyalty to a lot of couples especially because of anniversaries this is because rome is supposed to be a romantic city serving good food and good services.

  • Target audience?

I think the target audience would be couples men and women from ages 30 to any age, This could be a romantic place for people who have been before so there is no maximum age.

  • Gender

Both male and female because this is mainly for couples.

  • Age


  • Culture

Arts, language, religion, politics, libraries, architecture and fashion

Brand Report

After looking in to a few city’s I am most interested in, I am intrigued to look further in to Las Vegas and New York. I would like to have the chance to brand these two cities because I feel the ideas I have come up with could show them from a wider point of view rather than just the original elements they are famous for. Vegas is a city full of spirit, money, chance and luck, where as New York is business, fashion, landmarks and history which makes either of these great cities to choose. New York and Las Vegas are easily in the top destinations in the world, but what i would like to do is change the way people look at them by not just showing the simple and obvious things to create a broader target audience. I am going to choose New York to brand in my Rough City Guide 2016 and would like to show the art and design of New York as well as its famous movie scenes. I think these could link together well, I would also like to create an attraction to all 5 states of New York and not just Manhattan. This could defiantly create a wider audience to artist and musicians, for example graffiti and some of the famous parts where hip-hop and rap originated. I am keen to keep my type and imagery clean and easy to read as this audience could be of all ages and can not be confusing or have any legibility issues.

I have decided to brand New York. What is New York famous for?

– Central park


central park is famous for being a very large park bang in the middle of Manhattan. Central Park is the most visited urban park in the United States as well as one of the most filmed locations in the world. It opened in 1857 on 778 acres of city-owned land.

– Times Square


Times square is famous for having loads of large commercial screens promotion company and events this is a scene which is best to see at night and is also used in lots of films.

– Manhattan Skyline


Manhattan Skyline is famous for having loads of buildings which stand high up in to the sky. This skyline was made most famous from the twin towers which haven’t stopped it being one of the most iconic images in the world.

– Statue of Liberty


The Statue of Liberty was a gift from the French people commemorating the alliance of France and the United States during the American Revolution.

– Outside Ice rinks


Outside ice rinks are most commonly famous from the films at christmas times in New York, this is because the scene that the city gives creates a magical feel to a lot of people.

– Brooklyn Bridge


The Brooklyn Bridge is a hybrid cable-stayed/suspension bridge in New York City and is one of the oldest bridges of either type in the United States. Completed in 1883, it connects the boroughs of Manhattan and Brooklyn by spanning the East River.

Why is New York called the big apple?

The name big apple was popularised in 1920 by  John J. Fitz Gerald who was a sports writer for the New York morning telegraph. It has become more popular since the 70s since advertisement campaigns have taken over the city and the world.

Things i could include in my Rough Guide to New York


Sport venues

– Madison square garden

– Polo grounds

– Columbia soccer stadium


– Metropolitan museum of art

– Museum of modern art

– American museum of natural history

– Solomon R. guggenheim museum


– Central Park

– Riverside Park

– Madison Square Park


Sport venues

– Barclays Center

– MCU park

– Steinberg wellness center


– Brooklyn museum

– Brookyln Childrens Museum

– Reverse art gallery

– Harbor defence museum


– Brookyln Bridge Park

– Fort Greene Park

– Prospect Park


Sport venues

– Yankee stadium


– The Bronx museum of arts

– Bartow pell mansion museum


– Bronx park


Sport venues

– Citi field

– Aqueduct racetrack

– Carnesecca arena

– Belson stadium

– Shea stadium


– Queens museum

– Museum of the moving image

– New York hall of science

– Louis Armstrong museum

Staten Island


– Staten Island Museum

– Historic Richmond Town

– Staten Island Children’s Museum

City branding –


These designs are all completely different and designed to suit their city. I think seeing these before going to visit the city would definitely make you feel more welcome and tell you a little bit about the place.

Research Existing Travel Advertisements

Looking at the design of these booklets i can see that the designs are consistent with a colour coded scheme and that they all have a large image across the background of the front page. I don’t think these images are good enough to catch the readers attention because they look very plain and boring with no design elements. I also don’t like the way they have placed small images above the banner at the top because it clashes with so many different colours. I think they have chosen the right choice of font and colour for their type because it doesn’t clash and is easy to read. If i was to take any inspiration from this i would possibly try the typography stacked in the corner like they have, other than that i think this is a poor design.


These are some leaflets that i have found which show cities and the way you can travel round them from busses to trams. Although they all link together with their illustrations and over all design i don’t like the colours they have used throughout all of these designs. I also think their is to much text on the front of the leaflet. I wouldn’t take any ideas from these designs to try or change.

Rough guides

Rough guides create travel and reference information guides to inform people about cities around the world. They have more than 200 worldwide destinations in over 18 major languages.

Rough Guide Existing Travel Guides


As you can see this Rough guide to Hungary is very simple and just used an image on the background with clean white text over the top which uses no design work accept for layout. I like the way they have used a night time picture which can sometimes show the best parts of a place especially when they are lit up.I think they should have included their Rough Guide logo.


I have noticed that they try to use a similar colour to the background and drop the opacity throughout their designs, I think they do this because it make the text stand out as well as the large image behind it. I like the way they have altered the sky to look the same colour as the band going through the page.

Rough City Guide development

Front Page

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This is my Rough Guide front cover, I have decided to use a large image across the front of the whole page with a purple banner across the top. Ive done this because most of the pictures I am going to use are dark and I would like to use white and blue text and as you can see there is no legibility issues with the colours on top of each other. I have put the Rough Guide logo and New York 2015 on the front and nothing else because I don’t want to overpopulate the page and keep it simple.

Inside page and contents

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These are my first two inside pages one is a display of some images of New York and the second page holds all the contents of the inside. I have also decided to cut them up in to sections which shows all five states like I said I would like to do earlier in my research. I have chosen to use helvetica throughout my brochure because i want a modern simple look.

Section 1

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I decided to make sections so each state can be sorted and not get confusing. I placed my type over a blue box so it is legible. I still want to develop these pages and think about where i put my type.

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Section 2

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