Visual identity of urban space: Principles of forming the image of cities in Shandong Province, China

Özet

Urban visual identity constitutes a vital component in the contemporary dissemination of a city’s image. Whilst numerous cities incorporate diverse design approaches within their artistic practices, certain issues invariably arise, thereby undermining the unique value of the city. By examining the application of design practices in the visual identity of cities within Shandong Province of China, this study aims to establish a principled framework for local urban visual identity. The core of the research lies in the analysis of visual elements in the city through a mixed research methodology, in particular using a combination of questionnaires, comparative analysis and visual case studies. The questionnaire contained within the article comprises three sections, designed to present the public’s perception, judgement and expectations regarding visual elements. An analysis of urban case studies was also conducted to distill, summarize and corroborate the key principles of urban visual identity. Research indicates that elements such as city logos, iconic buildings, guide signs and public artworks are indispensable components of a city’s visual identity. This demonstrates the vital importance of establishing a framework comprising four principles of visual identity: uniqueness, identifiability, sustainability, and regionalism. Research has shown that urban visual identity is not only a means of visual beautification, but can also participate in the formation of urban spatial perception and local identity. This study can provide a reference for the optimization of urban visual image and related research in Shandong Province.