Klaipeda ID, Klaipeda city municipality
How to unveil the authentic identity of the city and make it memorable?
Context of the challenge
Klaipeda city has made several attempts to unify its visual representation, but none have been sustainable or widely accepted by different communities. Decision-makers are cautious in choosing a new approach to achieve the goal of revealing and shaping the city's identity, which currently suffers from high fragmentation. Additionally, they need to consider international communication, national visibility, and local embodiment.
This involves deliberately and meaningfully involving the local community and relevant stakeholders throughout the process of renewing Klaipėda's visual identity. It includes creating opportunities for dialogue, collaboration, and participation, allowing community members to contribute their perspectives, insights, and aspirations. Active community engagement ensures that the resulting visual identity reflects the collective vision and values of the community, fostering a sense of ownership and pride.
This entails collecting and analyzing relevant data and information to gain insights and make sense of the complex dynamics and characteristics of Klaipėda. It involves gathering quantitative and qualitative data from various sources, such as surveys, workshops, and observations. Through careful analysis and interpretation, patterns, trends, and key themes emerge, providing a deeper understanding of the community's preferences, needs, and cultural context. Data sensemaking enables informed decision-making and helps shape the design strategy and visual identity.
This involves weaving together the diverse elements, stories, and experiences of Klaipėda into a cohesive and meaningful narrative. It includes identifying key themes, symbols, and cultural references that resonate with the community and reflect the city's essence. The narrative forms the backbone of the visual identity, providing a compelling and authentic story that connects with both residents and visitors. By capturing the unique character and aspirations of Klaipėda, the visual identity becomes a powerful representation of the city's identity and values.
This process focuses on designing and developing the visual elements that make up Klaipėda's visual identity. It involves translating the narrative, key themes, and cultural references into visual representations, such as logos, colors, typography, and graphic elements. The visual language aims to evoke emotions, convey meaning, and create a distinctive and recognizable visual identity for Klaipėda. It considers aesthetics, symbolism, and the target audience, ensuring that the visual elements align with the narrative and effectively communicate the city's character, values, and aspirations.