ABSTRACT
This chapter explores the concept of chromatic place identity, with the particular emphasis on the characteristics conferred through incarnation in the natural and cultural environment. It relates the basic concepts in the psychology and symbology of colour, noting, although without assuming any causal connections within a psychology model, its properties under different media renderings and its role in logo and brand designs. The chapter discusses colour as affect in the experience of urban residence, belonging and political articulation. It makes a gesture towards the composite rendering of the form of the city through the chromatic scales of film, painting and architecture. Martina Gallarza, Irene Saura and Hayde Garcia provides a review and taxonomy of the methods used in the literature on destination image. Colour is also a central feature of formal or representative identity: a commitment made in corporate or civic marks or heraldic identity, and represented in logos, livery and publicity.
