Brand city for Santiago de Cali through the basic design methodology Marca ciudad para Santiago de Cali mediante la metodología básica de diseño

Abstract

"Cali, the best of the people" is a brand designed for the city of Santiago de Cali, in order to contribute to the construction of relationships between citizens and the civic spirit of the city. Created through the basic design methodology, which seeks to satisfy the needs of the audience, the brand image synthesizes the city and the image becomes a point of reference, which can become a source of inspiration to improve individual behavior and collective of its citizens. This in order to position a city and its production in the different markets and, from an image, mobilize the citizen for a common cause, the common territory, the city as a space suitable to produce quality of life. 

The design of a city brand can help to chart the direction that the city of Santiago de Cali will take, and its inhabitants in conjunction with local governments. This is how the implementation of government policies that contribute to the development of local identity, will allow the city to have a clear direction and will establish new goals for the city and its inhabitants. 

This research seeks to develop a basic design methodology, to create the city brand, and plan an ideal city model.