This paper examines the role and importance of visual identity in place branding. After assessing the definitions of visual identity in the context of place branding, it evaluates the purpose of an effective visual identity. There are many factors that a visual identity can influence such as: portraying the place’s reputation, promoting interaction, distinguishing between competition, and building brand equity. The creative aspect of this project is seen in the creation of two visual identities. These factors of a visual identity influenced the design decisions for the two visual identities for the city of Corbin, Kentucky which demonstrates the value of visual identities in place branding.

Semester/Year of Award

Spring 2016


Matthew Pianalto

Mentor Professional Affiliation

Philosophy and Religion

Access Options

Open Access Thesis

Document Type

Bachelor Thesis

Degree Name

Honors Scholars

Degree Level



Art and Design