Original coats of arms have been often replaced by a new city brands with limited success.
The world changed greatly during the last century and so did the city representation. While the coat of arms had a huge cultural background and ability to represent the city on many levels for centuries, modern branding is in a much more difficult situation. The society is changing rapidly and modern city brands must be able to follow social changes and constantly adapt, while remaining uninfluenced by countless stakeholders. Emerging technologies caused a need for cities to have a dynamic identity that interacts with people and helps compete with other cities. Today, more than ever before, identity is not only predetermined to reflect the essence of each city, but can also change it. For better or worse.