City branding. Features of urban image design

Abstract In the article the authors consider the foundations of the methodology related to the creation of the “urban brand,” as well as methodological approaches to solving the set of environmental problems, which play a significant role in forming an authentic image of the city and increasing attention to the urban environment on the example of a specific conglomerate, including for attracting tourist flows. The novelty of the author’s approach is evident in the integrated consideration of the issue with the inclusion of multifunctional programs and interaction of various disciplinary fields, including issues related to graphic art, urban environment improvement, history, literature, philosophy and architecture. The development of the brand of the modern city is seen by the authors in the implementation of various historical and cultural urban scenarios taking into account socio-economic indicators and the involvement of design technologies capable to create a “new face of the city» including landmark historical spaces and objects that increase the complex status of the place in the city scenario.