The communicative power of cities displayed in bold letters
We’ve all come across those giant letters during our travels—whether for business or pleasure—that we just can’t resist taking a photo with. Whether in the world’s major capitals, at sporting events, or at trade shows, it’s the communicative power of cities that’s on full display in those giant letters.
Who were the pioneers? How did this craze for this form of communication come about? What are the manufacturing processes?
Whether it’s the giant Hollywood letters or your company’s logo displayed on stage at the big annual event, the goal is the same: to communicate!
The Hollywood sign first appeared in 1923. At the time, its purpose was to promote a real estate development. Today, it has become a symbol of the city known throughout the world. It had to be as large as possible so it could be seen from as far away as possible. That is why it stands 14 meters tall and is located on Mount Lee, which overlooks the city.
Today, cities no longer need to advertise themselves as much as possible; instead, one of the most effective ways to increase visibility is to have a presence on social media.
One of the first cities in Europe to adopt a signature structure was Amsterdam. The initiative was so successful that the “I’amsterdam” letters were moved from Museumplein on December 3, 2018, because their popularity had grown to such an extent that city officials felt too many tourists were congregating in that confined space. In fact, every visitor comes to take a photo with the letters and rushes to post on social media as proof of their visit to the capital.
Since then, many other cities have jumped on this highly effective bandwagon. Whether it’s Lyon, Marseille, Montpellier, Le Mans, or even Sedan—one of the latest but also one of the smallest cities to date—they have all adopted this communication tool.
At its unveiling in March 2019, the mayor explained the benefits of this “#sedan”sign, manufactured by the specialist company www.aupied2lalettre.com:
- A modern, Pop Art-inspired structure made of painted steel, located in the heart of a historic city center
- The opportunity to display this signage at the city’s most beautiful landmarks or during its biggest events
- There was also discussion about personalizing these letters to promote upcoming events or pique the curiosity of local residents and tourists.
To stand out, some municipalities choose different materials for their projects. Since everyone wants to climb them, it’s important to combine aesthetics, originality, and durability. Some opt for lettering made of wood, plastic, or even concrete.
Many municipalities are making this choice
Many cities are currently working on projects to revitalize their communications. You should check out how these initiatives are being implemented in Sainte-Maxime, Brest, Rouen, Dax, Troyes… to name just a few!
In addition to traveling the world through Facebook, Twitter, Instagram, and other platforms, city names have become widely recognized brands that appear on a variety of promotional materials.