Visual Representation for City Branding and Identity

Abstract

City branding must be holistic and specific in order to meet the objectives of the country and its key sectors. In numerous instances, it is recommended that people gain insight and remember information presented visually, so it stands to reason that visual communication would be more effective than verbal communication. The construction of an iconic structure in a city or the preservation of its cultural history can successfully contribute to the development of an urban brand identity that is tied to the identity of the community. The purpose of this study is to identify the city iconic structures that most properly express the identity and image of the places in Kuala Lumpur, the capital city of Malaysia. This qualitative study consisted of 180 participants from different places of birth. The survey questionnaire were divided into two sections: segment and visual representation. The results of this study revealed an iconic structure that can be used as a visual representation to promote Kuala Lumpur. This can increase the significance and memorability of the city for its local community and visitors.