Lecturer PhD Ružica Bogdanović

The Faculty of Urban and Spacial Planning, Department of Architecture, Belgrade, Serbia


Symbol, sign, rapper, brand is nothing new in creation of iconic city image. The icon embedded in the meaning of the place creates a collective experience in understanding the city identity. Iconic structure ressembles the events connected in one place, epoch, time.

In the modern city, nowadays, what drives the economy of the city is business. The brand creates the iconic structure of the city today, branding is now highlighted by the private entrepreneurial marketing technique in developing new icons.
In recent decades (since the 1980s), a large number of corporations and public institutions have been realizing and exploiting the economic and political potential to expand their brands through architecture. By coinciding with the affirmation of the process of globalization of the city and typical features (global capital, networking, transnational institutions and organizations, new media and new world communication information order, global culture and cultural pluralism, etc.), branding structurally and visually creates and expresses a global identity.

The architectural profession has a cosmopolitan character. Being on the world city map today, conveying the message of accelerated and successful progress, quality of life and work, is a prerequisite for building branded objects of world-renowned architects.

Synonymous with the names of great architects, who design / create objects that are the signs of marketing, culture, events, is the creation of a new urban pattern.

Brand propagation through architecture has the other side of message and meaning: the relationship between icons and meaning blurs, the metaphor becomes meaning, the identification of the city is associated with the corporate brand (semantic noise is interpreted semiologically). The transformation of the icon through this metaphor is an expression of the power of the corporation.
The contribution of new media affirms architecture as a brand: iconic architecture is what the capabilities of new media enable.

The development of a new language of architecture coincides with the rise of new technology, digital technology, computer power and IT support to create contemporary forms. A new vocabulary of architecture is being established.
The paper will offer examples that illustrate the way branding is done in the city today.

Keywords: brand, architecture, iconic structure, new media, globalization


PhD Ružica Bogdanović, University Professor

She graduated, specialized, received her master and doctoral degrees at the Faculty of Architecture in Belgrade.
As a professor, she has taught at several faculties of the University of Belgrade and Union University – Nikola Tesla, and upon invitation in the country and abroad.

Author of five books, editor of 18 books, co-editor of eight books. She has published more than 120 scientific papers at symposia at home and abroad.
She is the author of nine exhibition concepts, of which five are thematic “About Architecture”.
She organized more than 30 symposia, conferences, forums.

Prizes and awards:
– for publications, Urbanism Salon, 2009,1998,1994
– for projects: Urbanism Salon, 2001, 1999

– for Contribution to the Professional and Personal Example, 2005, Annual Award for Contribution to the Development and Affirmation of the Profession
– for the Lifetime AchievementEmilijan Josimović Award”, 2003


Admission free