Linda Lien: The collective perception of regional identity in a time of personal branding
Research Fellow at Bergen National Academy of the Arts, Dept of Design
Over the last few years it has become more common for cities, regions or states to establish professional visual identities in order to attract investors, tourists and new citizens. The concept of «visual identity» first appeared in the USA, where large corporations developed comprehensive identity programmes. Later the visual identities spread beyond commerce and U.S borders.
The difference between Coca Cola and Odda is vast. Municipalities face other challenges but have other resources at their disposal than commercial enterprises. Yet, the same methods and tools are applied when a visual identity is shaped and conveyed, which can be problematic.
Society changes. Consumers are taking back power, and in recent years we have seen increased productivity and innovation. Instead of being part of a larger community many choose to be individualists who prefer to be different. What happens to the collective perception of regional identity in times like these? And how do social changes affect the role of the designer?
In the Research Fellowship project «Regional Identity Design» the target is to find new ways to convey visual regional identity.
In collaboration with the municipality Kvam in Hardanger, and with the assistance of its citizens, the idea is to gather elements of identity and publish them on the web, enabling users to find and create identity products.
Elders from Kvam senior university gives suggestions to Kvam's visual identity.