Abstract:

Cities conduct integrated marketing communication, trying to professionally manage their image. A unique logo can be a sign of recognition and promotion in the international arena. It allows for the differentiation of cities and the creation of ties with the environment, building a sense of identity of the local community. The main goal of the article is to draw attention to the use of logos in city image management and to analyze the logo in terms of the basis for their selection. The article analyzes selected city logos in terms of their importance for shaping their image. It was discussed what cities choose as the basis for their logos; as a reflection of the "spirit of the city". In managing the city's image, it is important to decide what the logo will look like (what symbols will compose it) and what colors will best reflect its essence. It should be emphasized that the logo is not always properly recognized by the recipients, which often results from insufficient marketing communication activities or wrong selection of measures that do not reflect the "spirit of the city". As a research method, the literature on the subject and internet sources, a comparative analysis of the content and the method of observation were used.