A Study on Urban Brand Image Strategy and the Symbolism of City Logo Design

Today, cities around the world are striving to establish their intrinsic symbolism based on the tangible and intangible resources inherent in each city. Accordingly, cities are adopting urban branding strategies to differentiate their unique culture and values, moving beyond mere economic growth. At the same time, with China’s economy rapidly developing, cities across the mainland are increasingly focusing on building and promoting urban image logos to enhance their competitiveness and seize more opportunities. This study takes Hangzhou, China, as its subject and focuses on the concepts and systematic strategies of urban branding. It emphasizes the core elements of Hangzhou’s urban brand and its symbolic logo, analyzing key aspects such as the fundamental principles of symbolic design, symbolic forms, color expression techniques, and cultural characteristics.