THE EFFICACY OF SIGNAGE IN CITY BRANDING A CASE STUDY OF PORT-HARCOURT CITY

ABSTRACT

Graphic design is by no means a new field. The terms used to describe the profession may have changed with time commercial art and visual communication being two previous titles, but the practice has remained centred on two main elements: images and words.

Visual communication in its entire ramification has been of great benefit to humanity, in the area of education, awareness creation, enlightenment, entertainment and dissemination of information. On the other hand, sign or visual communication information system, communicate to the people quickly and at a relatively low cost. Sign package and design are determined not only by the graphic elements of types and styles but also by the graphic the environment in which the scheme has to appear and the function the signs are expected to serve. Consequently, the study is segmented in its methodology to put on the front burner the need for a well branded cities, thus exploring the challenges of poorly branded cities and the benefits of a well branded cities, thereby revealing the need for a third-world cities like Port Harcourt to harness its enamors resources towards becoming a world class branded city.

CHAPTER ONE:  

INTRODUCTION

1.1      Background of the Study:

Place branding as acknowledged by experts, creates value for a city/ region or even country by aligning the message that the place already sends out in accordance with a powerful and distinctive strategic visit, by unlocking the talent and resources of the people and the place. According to one of the country renowned  Architect, Taiwo (2006), opined that cities, regions and countries have the same need as commercial organizations to develop competitive edge, but a regions brand equity is more interesting, and the challenge of persuading governments and decision makers to make this an integral part of a regions strategy for growth and development, make it more exhilarating.

It would appear that branding matches the way a city is viewed. This is the view of Orabere, (2006) a reporter with The Tide Newspapers. For instance, Nigeria “The Giant of Africa” or   “ Port Harcourt the Garden City”. While these are strong appellations to producing a brand definition that should cut ice, Port Harcourt which has its brand name as “Garden City” fails to deliver on what these catchphrases promise.

To underscore the point being made here, as far back as 1998, Time Magazine as reported by Taiwo (2006) in a piece on the enduring pull of French provenance said “France can sell virtual tat”. So strong still is the cachet “made in France”.  This cachet was deliberately engineered  by Louis XIVs Finance Minister, the great Colbert who turned the ruinously expensive   Versailles   into   a   brilliant   and   commercially   successful showcase as reported by (Microsoft Encarta Premium Suit 2004).

Aagbara  (2006),  a  graphic  designer  assert  that  branding  seem  to  be gaining attention considerably in some cities of Nigeria from the process developed for branding commercial organization. From vehicle number plate slogans like; The Big Heart of the Nation,(Delta State), Centre of Excellence (Lagos State), and of course,    Treasure Base of the Nation(Rivers State) and so on. Abuja proposal for a 42 storey-building icon is among many other branding initiatives. Obudu Cattle Ranch in Cross River has become a destination for holidays with a well promoted Xmas Fiesta.   Tinapa City has also scored high in the battle to brand Cross River,   Akwa Ibom States on the other hand has over the years, shed the toga of being the breeding ground of house helps and hired hands. Similarly, PDP, the country’s ruling party, claim that they are the “KOKO” daringly riding on the back of musical star DBanjs hit song.

However, in spite of the numerous landmark events and sites that are abound   in   and   around   Port  Harcourt  City,   visual  communication designers and advertising agencies that posses the potentials to brand and rebrand fails in this direction to give the city a choice signage brand that befit it. The closest is “Garden City” which before now was branded “Petakwa” by the City dwellers. But how these brand name so to say turn to image bursting or aesthetic value to the city dwellers remain the main puzzle the study wants to unravel. In view of the above phenomenon, it is the position of the research to come up with a well branded city for Port Harcourt.

1.2     Statement of the Problem:

Until now, no serious branding initiative has been made to harness the enormous benefit Port Harcourt City stand to enjoy in terms of imaging. The fact still remains that the aesthetic landscape of Port Harcourt City as would have been seen  using signs and symbols is lacking. This problem arises as a result of non involvement of cooperate organization, NGOs, advertisement   agencies   and   moreover   the   visual   communication designers in packaging Port Harcourt as one the City in Nigeria. It is therefore very important that effort has to be put in place by experts in graphic design and brand builders to effects changes in Port Harcourt City to a modern City using signage’s as a driving force.

1.3     Objective of the Study

The general objective of the study is to review the importance of using signage in branding a city. In doing this, the study   therefore aimed at identifying reason(s) why an emerging city like Port Harcourt with enormous potentials is not really branded, in spite of the global trend of usage of symbols and signage’s in city branding for social and economic benefits. Consequently, the study tend to encourage the application of those   art   signs   on   graphic   design   that   offers   silently   stunning contributions to global City aesthetic, and subtle visual communication especially in Port Harcourt City and environs.

1.4      Scope of the Study

The study is restricted to enhancement of city landscape through visual properties like graphic signs and symbols that can improve the aesthetic value of a City, in five zones of Port Harcourt City of Rivers State.

However,  the  study    briefly  examine  cities  that  have  positive  brand images and continue to experience brand success and one that have poor images and are struggling to re-create a positive brand.

1.5     Limitations:

Because of certain constraint chiefly among which is finance, dearth of materials or literature on the subject under study, bureaucratic barriers of some restricted areas and of course time factor, all contributed to the limitation of the study.

1.6     Significance of the Study

The study will be useful to institution such as educational policy makers, researchers, urban and regional planners, tourist, environmental practitioners, art teachers and also create awareness among visual communication designers. It will also reveal unprofessional practices of some graphic designers and advertising agencies towards city branding.

1.7     Methodology

In carrying out this research, the researcher heavily rely on primary and secondary sources. Primary sources include interviews with the use of a tape recorder and photo camera with visual communication practitioners, town  planners,  corporate  organizations,  print  and  electronic  media houses,  while  secondary sources includes published  works of  various authors on  related  issues.  Observations from  design  related  seminars, workshops and conference also fortify the research energy of the study.

1.8     Definition Of Terms

BRAND:                    Is the totality of what the consumer experiences. From quality to taste of packaging,   to the retail environment, (Winfuld-Pfefferkorm, 2005)

SIGNAGE:                Is the finished product, the manifestation of a creative process that please the beholder and engender goodwill for a brand.  (Lazarus, 2003)

GARDEN CITY:      A buzz name or slogan given to Port Harcourt City. (Aagbara, 2006)

KOKO:          A praise name authenticating  the quality  of a concept or product (Orabere, 2006)

PETAKWA:  A street name of Port Harcourt portraying its uniqueness from other cities. (Orabere, 2006)

APCON:        Is the acronym for Advertisement Practitioners Council of Nigeria (Nzeribe, 2003)

GSM:             Stands for Global System Mobile (Tunde, 2006)

FUNCTIONALITY: Means an observable benefits derived from a branded product (Winfuld-Pfefferkom, 2005)

INTEGRATION:    The excitement in diversity in a city lifestyles.(Taiwo, 2006)

TOGA:          A long loose flowing outer garment worn by the citizens of ancient Rome. (Taiwo, 2006)

PDP:              People Democratic Party, a ruling party in Nigeria.

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