Destination design since the 1960s. Image and identity from the perspective of communication design in the Emilia-Romagna Adriatic coast

This study investigates the evolution of destination branding along the Emilia-Romagna Adriatic coast since the 1960s, with particular attention to Ferrara and its coastal areas. It analyses how visual communication – encompassing graphic design, photography, and typography – has contributed to shaping the tourism image of the area over time. The research follows a diachronic approach, examining promotional materials from different decades to trace the transformation of branding strategies and the role of visual language in constructing a destination’s identity. Through an analysis of archival brochures, leaflets, and guides, the study explores how visual decisions were made in relation to four key thematic constructs: culture, nature, entertainment, and relaxation. The findings reveal a progressive shift from spontaneous and fragmented promotional efforts to more structured and coordinated branding strategies, reflecting broader changes in tourism marketing. Notably, it emerges that materials aimed at international audiences were often direct adaptations of Italian-language versions, rather than being specifically designed for foreign tourists. This raises questions about the effectiveness of such strategies in communicating a distinctive and appealing identity on a global scale. Furthermore, the study highlights the impact of technological advancements, from analogue print media to digital platforms, in redefining the tools and aesthetics of tourism promotion. The research ultimately emphasises the critical role of strategic communication and visual consistency in enhancing a destination’s competitiveness. By providing insights into the historical evolution of tourism branding, the study contributes to ongoing discussions on how communication design influences the perception and success of tourist destinations.