The path to becoming brand of Novosibirsk

The city identity problem is currently topical in most European countries as well as in Novosibirsk. Novosibirsk is the largest city in Siberia that attracts tourists and Novosibirsk Oblast residents. Some major events are held in this city, and the 2023 Ice Hockey World Junior Championship is among them. The aim of the work is to determine the possible path to the formation of the Novosibirsk brand. To do this, it is necessary to solve some problems: firstly, consider the world experience in creating a city brand, secondly, conduct a survey of residents of Novosibirsk to find out their own ideas about the city, thirdly, conduct a study of factors affecting the uniqueness of the city. The main source of research was Novosibirsk, as well as other cities, such as Amsterdam, Sydney, Moscow, St. Petersburg, Smolensk. The research methodology included a full-scale examination of the environment of Novosibirsk with subsequent observation and photofixation, as well as an analysis of the world experience of city branding based on photographic materials and illustrations. The foundation for the theoretical foundations of the formation of the Novosibirsk brand was the scientific work on the territorial branding and color of the city. Doctor of Architecture A.V. Efimov, within the framework of his scientific school, the works of V.Zh. Elizarova, G.A. Sadigovoy, T.S. Semenova, A.V. Gavryushkina, O.A. Kozyreva and others. The works on D.V. are devoted to developments in territorial branding. Vizgalova, D.N. Zamyatina, Ya.R. Sufiyanova and others. We have conducted a comparative analysis of territory branding formation and city colouristic to determine a way of creating a city's image. In the process, we have discovered similar theoretical bases, such as cultural identity characteristics, environmental and climate features. As a result, we have completed a model of the brand's graphic of the Siberian city. Next, the model was applied to Novosibirsk. Novosibirsk is a young city (est. 1893), it's planning structure is very complex and multicore, the climate is humid continental and the terrain can be characterized as plain. Most city residents are the fifth-sixth generation visitors, which makes it hard to determine Novosibirsk's traditional culture. To define residents' cultural preferences, we have conducted a social poll. 160 people have taken part in the poll; 31.6% of participants are art undergraduate students aged 17-24, 56.1% are adults aged 18-50. We have come to general conclusions based on a described analysis, that became a basis of a brand we have been working on. The majority of responses have verified that a major per cent of respondents lacks the "feeling of a place" since they have mentioned only a few buildings of a historical core among city symbols. Respondents have also shown a low level of wayfinding: a lot of them have hard times locating without a personal navigator. The majority of respondents is proud of the symbolic constructions of Novosibirsk, among which are the Opera and Ballet Theater, the Bugrinskiy bridge and the Glory monument; they also characterize Novosibirsk as a scientific city. The authors suggest a concept of Novosibirsk's graphic image, where it is presented through Mendeleev's periodic table.

Keywords

Authors

References