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Heritage-based city branding in Trogir (Croatia) 

A new city branding strategy based on cultural values and community participation aims to enhance Trogir’s attractiveness as a destination for cultural tourism. 

About the Historic City of Trogir

The Historic City of Trogir was inscribed on the World Heritage List in 1997 under criteria (ii) and (iv). The city presents a remarkable example of urban continuity. The orthogonal street plan of this island settlement dates back to the Hellenistic period and it was embellished by successive rulers with many fine public and domestic buildings and fortifications. Its beautiful Romanesque churches are complemented by the outstanding Renaissance and Baroque buildings from the Venetian period.

© Ko Hon Chiu Vincent
© Ko Hon Chiu Vincent

Heritage-based city branding in Trogir

In 2019, the city of Trogir launched a city branding strategy in order to improve its attractiveness as a destination for cultural tourism and promote to local economic development. The city seeks to build a narrative centred on culture and heritage and differentiate itself from other Mediterranean destinations. The strategy builds on the city’s heritage values, such as its long history since the year 3,600 B.C., the preserved traces of many historical periods, presence of art and renowned sculptural pieces, and a long tradition of craft and creative industries.

The branding project was developed by the City of Trogir and branding agency Fabular, led by director Anja Bauer. The process, which lasted more than a year, involved an extensive interdisciplinary study on the perception, potential and challenges of Trogir, as well as resident and visitor surveys and interviews to local stakeholders, such as experts, tourism operators and local administration staff.

The branding strategy consists of a new cultural narrative through which the city markets itself, both towards potential visits and towards its own residents and businesspeople, considered as “brand ambassadors”. The strategy is expressed through:

  • Slogan: marked by masters
  • City logo: modern design, based on ancient stone marking
  • Visual identity: colour scheme, Muscardello font (developed based on stone carvings in Trogir)
  • Branded content: brochure, signalisation, promotional material, videos, web and mobile apps

By creating a city branding strategy focused on heritage values, the City of Trogir aims to develop a sustainable tourism model which promotes local economic development, sustains local livelihoods and supports the development of small businesses and creative industries.

Source: Ms Ruža Kovačević Bilić, City of Trogir, 2020-2021.

Examples of the new logo and visual identity.
Author: Fabular Agency © City of Trogir

Promotional video for the Historic City of Trogir. Author: Kreag Agency, Vajt agency  © City of Trogir

Contribution towards the implementation of the 2011 Recommendation on the Historic Urban Landscape

The city branding strategy aims to contribute to the implementation of the Historic Urban Landscape approach by developing a culture-based strategy for sustainable local development based on thorough studies and community surveying and promoting culture-based development and local livelihoods. 

Historic Urban Landscape Tools

Civic engagement tools Knowledge and Planning tools

Contribution towards Sustainable Development

If fully implemented in accordance with the described plans, the initiative could contribute towards Sustainable Development and the Sustainable Development Goals.

Goal 8. Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.

  • Target 8.9: the city branding strategy aims to promote sustainable tourism that creates jobs and promotes local culture and products.

Goal 11. Make cities and human settlements inclusive, safe, resilient and sustainable

  • Target 11.4: the city branding strategy aims to contribute to the protection and safeguarding of the world’s cultural heritage by raising awareness about heritage sites and promoting sustainable local development.

Note: the described potential impacts of the projects are only indicative and based on submitted and available information. UNESCO does not endorse the specific initiatives nor ratifies their positive impact.

To learn more

City of Trogir

© UNESCO, 2021. Project team: Jyoti Hosagrahar, Alba Zamarbide, Carlota Marijuán Rodríguez, Sinisa Sesum.
Cover image: Historic City of Trogir - new logo. Author: Fabular Agency © City of Trogir

Note: The cases shared in this platform address heritage protection practices in World Heritage sites and beyond. Items being showcased in this website do not entail any type of recognition or inclusion in the World Heritage list or any of its thematic programmes. The practices shared are not assessed in any way by the World Heritage Centre or presented here as model practices nor do they represent complete solutions to heritage management problems. The views expressed by experts and site managers are their own and do not necessarily reflect the views of the World Heritage Centre. The practices and views shared here are included as a way to provide insights and expand the dialogue on heritage conservation with a view to further urban heritage management practice in general.