Graphic design and the regeneration process of European cities. Some case histories

Abstract

Graphic design draws the form of the interaction among different entities. Citizens, administrators, institutions and local investors are specific categories of entities: all of them are users (sometimes also providers) of urban services. Graphic design is a useful tool to coordinate the often contrasting interests of city users and stakeholders towards the use of public services and facilities. The graphic design process includes: - focus on specific local needs (what has to be improved) - highlight on addressees of the design project (communication targets): i.e. inhabitants and/or foreign investors, tourists, etc. - design out put that, according to the previous steps, may include a range of products, from way finding system (integrating i.e. public transport, pedestrian walks, monuments' signage), to social and civic campaign encouraging some habits- like cultural integration (i.e through posters and flyers)-, to place branding campaign (touristic promotion abroad), etc. As result, graphic design can contribute to reinforce and rationalize the offer of local services. This affects the way people perceive opportunities and what use they make of public spaces. Best achievements are reached when the graphic design process is integrated to urban design and urban planning strategies. A selection of case studies and best practices will be shown. Some Western European cities like Bristol, Amsterdam and Berlin have recently adopted a combination of urban- and communication design strategies. Even if the cultural, economical and historical background of these cities is very different than that of Tirana, these case histories may offer interesting methodologies to the need of an increment of local services' offer and welfare.