‘Welcome signs’ in public space: separation and identity





place marketing, visual identity, signage, public space


Purpose – The main purpose of this paper is to present researches on the ‘welcome signs’ as a symbolic elements in territorial representation, which have at least two meanings: symbolic disclosing identity of a particular place and spatial being an element of certain public pace. Therefore, the second objective is to define the value of such visual signs in branding strategy of a place.
Methodology/approach – The research take advantage of the content analysis of signs to make conclusions referring to the communications process and place marketing concepts.
Findings – ‘Welcome signs’ are symbolic installations, which are kind of testimonials about particular places. Apart from the role of identification, information and advertising, these signs have also aesthetic significance as well as they are spatial forms of territorial division.
Practical implications – The ‘welcome signs’ are made in intuitive ways by the legitimate authorities, so the examination of them and building a model of their content and design might be very beneficial and helpful for LGU.
Originality – So far, welcome signs have not been particularly the subjects of marketing, social or political researches.

Author Biographies

Anna Adamus-Matuszyńska, University of Economics in Katowice.

Sociologist, public relations specialist, a researcher of social conflicts. She studied social sciences at theUniversityofSilesiain 1976-1980. In1992 she received a PhD in humanities. In 2003-2004 she made postgraduate studies in "Applied Pedagogy" at theAcademyofEconomicsinKatowice. In 2011-2012, she completed another postgraduate studies "SociologicalschoolofZygmunt Bauman" at the Collegium Civitas inWarsaw.

Participant of the research project: Sectarian and Ethnic Conflicts in the Central-Eastern Europe, University of Cambridge, UK in 1994 - 1999. Project Manager of the project "TEMPUS JEP - 13035/98 Team Approaches to Developing, Implementing and Disseminating Internal Quality Assurance Systems (SQUADDIES)"(1999-2001). Researcher of social conflicts within the VI Framework Programme entitled "Alleviating pressure on the water environment through a new integrated approach to governance and through the technical, economic and institutional instruments (AQUASTRESS)" implemented by the Cracow University of Technology (2005-2007). Co-author of the informational and promotional campaign: Social Dialogue 2010-2011, in cooperation with KPP Lewiatan, Branch Silesia. The author of the evaluation of the project: "Take advantage of the opportunity" (2010, 2011, 2012, 2013).

Author of 3, and an editor of 5 books, an author of over 100 articles in scientific journals and monographs, as well as popular magazines. Mediator in economic disputes; coach, trainer in interpersonal communication, public relations, negotiations, "soft" methods of management, public relations consultant and a consultant for preparation and implementation of strategy for corporate social responsibility (CSR), PARP counsellor for CSR; researcher of social issues. Lecturer at theUniversityofEconomicsinKatowiceand theUniversityofSilesiainKatowice. Member of the Polish Communication Association,KatowiceBranch of Polish Economic Society, Polish Public Relations Association. Winner of the prize PROTONY in the category "Education" in 2012.

Piotr Dzik, Academy of Fine Arts in Katowice

Sociologist and political scientist, academic lecturer, trainer, consultant, analyst and practitioner with over 20 years of experience in the field of marketing communication, promotion, advertising and public relations. Permanent employed since 2002 at the Academyof Fine Artsin Katowice, Faculty of Design.  The creator and co-creator of over 30 promotion strategies in territorial marketing (3 regions, a dozen cities of various sizes, rural communes,  etc.). He conducts research in the field of visual identification systems of territorial units, author and co-author of over a dozen peer-reviewed articles in this field.
Co-author of the book (with Dr. Anna Adamus-Matuszyńska) "Visual identity of Polish provinces, cities and counties. Identification, presentation, meaning."


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How to Cite

Adamus-Matuszyńska, Anna, and Piotr Dzik. 2019. “‘Welcome signs’ in Public Space: Separation and Identity”. On the W@terfront 61 (4):3-16. https://doi.org/10.1344/waterfront2019.61.6.4.