The place characteristics framework: identifying the symbolic DNA of place for visual identity design

Purpose This paper aims to introduce the place characteristics framework (PCF), a design-informed tool that reframes place identity models through a symbolic lens to support the identification and organisation of visually and culturally meaningful attributes. The PCF categorises place characteristics across natural, built and social domains to structure early-stage symbolic inquiry. Design/methodology/approach The framework was developed through a multi-phase, mixed-method, design-led research process, including comparative synthesis of existing frameworks, visual analysis of curated national imagery and exploratory testing with practitioners and design students. Findings The study demonstrates how the PCF functions as a structured research scaffold, enabling designers and place practitioners to surface, organise and reflect on place-specific symbolic material prior to visual translation. Initial testing indicates its usefulness in supporting early-stage identity development within participatory and strategic contexts. Originality/value While place branding scholarship recognises the importance of symbolism, existing models provide limited structured support for identifying and organising “symbolic DNA” of place – the pool of culturally meaningful characteristics that can be translated into symbolic form. The PCF contributes a design-oriented perspective to place branding by offering a transferable framework that bridges conceptual place identity models and symbolic exploration.