TURISZTIKAI SZLOGEN- ÉS LOGÓHASZNÁLAT AZ EURÓPAI FŐVÁROSOK ESETÉBEN – MILYEN SZAVAKKAL HÍVOGATNAK, MILYEN JELKÉPEKKEL CSALOGATNAK?

Abstract

The present study attempts to categorize and analyze the tourism logos and slogans of European
capitals. The findings of the research reveal that logos and slogans (both considered as popular
destination branding elements) are used simultaneously by 31 capitals out of the 52 examined. The
lack of both – that is, when neither a slogan nor a logo has been created – can be experienced in
the case of only 10 capitals.
Having examined the colors of the 37 capital city tourism promotion logos, we noticed that the
most popular dominant color was red (27.0%), followed by blue (21.62%) and black together with
its shades (21.62%). An equal number of capitals are colorful in the sense that their logos consist
of 3 or more colors (21.62%).
In the case of slogans (36 in total), ones that create emotional impact are the most common (25.0%).
This category is followed by call to action type slogans (22.2%). Mottos that represent positioning
in geography/value or highlight the attraction of the specific capital are represented in the same
ratio, 16.7%. In addition, 19.4% of the cases use slogans that do not fit into any of the abovementioned
categories.
Although some level of subjectivity could not be ruled out in the case of the latter categorization,
the systematization and practical relevance of the theoretical background of the topic can
compensate for all this, being a novelty for scientific and practical experts alike.