The "learned", the "fat" and the "turrita" are the names that have always characterized Bologna, but in the new millennium they are no longer enough. The Municipality of Emilia is convinced of this and, to affirm the image of the city in the world, announces an international competition for "city branding" and "payoff". A logo and a slogan that condense the qualities of the capital and strike investors and tourists at the heart. A new look that represents the Petronian city everywhere and it's not just a matter of translating the well-known three "T"s into English, but of making Bologna attractive again. Up for grabs are 24 thousand euros, thanks to the partnership with Unicredit, a highly internationalized bank willing to promote the capital in the territories where it is present. The prize will be divided into three: 14 euros for the first place, 6 euros for the second, 4 for the third. Participation is open to graphics, design and communication professionals, to individuals and groups. The proposal must be presented by 16 October. The jury will be made up of well-known international experts and the criteria which the competitors will have to inspire are the result of careful research, coordinated by Roberto Grandi, professor and chairman of the competition, conducted by interviewing Italian and foreign visitors and drawing on web comments.
Once upon a time Bologna was considered a welcoming, pleasure-loving, easy-going city, today it is no longer like this or it is not just like this. From the answers it now appears that the turrita is also perceived as extortionate as prices, polluted and trafficked. The doubt is: is it worth paying the ticket to see it or to invest? Many people don't know that there is a convenient airport a stone's throw from the historic center or that, in the shadow of San Petronio, companies like Ducati or Lamborghini have been roaring since their inception. Spaghetti Bolognese, a well-known international hoax, is known and appreciated everywhere, while very few know that Bologna is a city of music. Luckily the University enjoys good press and the ice cream is of such quality as to be considered for tasting.
It takes a few days for tourists to understand the city and appreciate it for what it is, but the longer they stay the more satisfied they are. Internet users speak of a "hidden jewel", which holds a secret such as the magnificent arcades and a family atmosphere. All good foundations from which to start or better to start again.
Research was the first step of this project, called Bologna City Branding, coordinated by Urban center and now in the second step with the international competition, organized in collaboration with AIAP (Italian association of visual communication design). Brands and slogans will first be tested in the city and then will officially debut at Expo 2015.
"The brand will be our signature - says the mayor Virginio Merola - and will have to convey a message: choose Bologna because this is an open, creative, welcoming city". Is the concept clear? All creatives can try, the announcement can be found at the addresses: www.urbancenter.it;www.comune.bologna.it; the organizing secretariat of the competition replies to this email:citybrand@urbancenterbologna.it.
