Encapsulating the destination’s USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a ‘strong brand’ is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination’s ‘DNA’ or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos.

The paper deals with the framework conditions of Industrial Culture and the specific challenges in former industrialised towns outside agglomeration areas. To illustrate the use of Industrial Culture the paper gives a short Austrian example and finally discuss the main points about preservation and reactivation of industrial heritage. Članek obravnava okvirne pogoje industrijske kulture in posebne izzive v nekdanjih industrializiranih mestih zunaj aglomeracijskih območij. Za ponazoritev uporabe industrijske kulture je v prispevku naveden kratek avstrijski primer, na koncu pa so obravnavane glavne točke o ohranjanju in reaktivaciji industrijske dediščine.

The paper aims at examining the current policy and practice on rehabilitation of former industrial areas in Austria, with special focus on industrial heritage and its social and economic potentials. Often neglected, industrial places are today valuable sites with alternative aesthetics and after-use concepts such as living, cultural events, leisure or greening urban areas. The assumption is that regeneration of industrial areas needs the inclusion of local groups, in order to preserve the place identity and to initiate a beneficial re-use of the heritage site. Consequently the authors pay special attention to the planning processes and the positive effects of civil and creative development initiatives. The used methodology is based on qualitative and quantitative methods, including case studies, qualitative interviews and data analysis.