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REDWOOD CITY EL CAMINO REAL CORRIDOR PLAN <br />SECTION 4.1 <br />AESTHETICS AND BRANDING <br />CONTEXT <br />EI Camino Real lacks a distinctive and cohesive image or <br />brand. Different segments of the corridor take on different <br />characters, resulting in somewhat disjointed appearance <br />that lacks unifying features. In addition, some buildings <br />along EI Camino Real would benefit from improved facades. <br />WHY IMPROVE THE CORRIDOR'S <br />APPEARANCE AND IDENTITY? <br />Creating a clear identity for the EI Camino Real Corridor <br />through an improved appearance would have multiple <br />benefits. First, it would help distinguish Redwood City from <br />other Peninsula communities along EI Camino Real, signal- <br />ing to motorists that they have entered a special place. <br />Second, improving the appearance of buildings along EI <br />Camino Real would make the Corridor a more attractive <br />place to move along and spend time on, which could have <br />the added benefit of helping existing businesses and spur- <br />ring new development. Finally, EI Camino Real is one of the <br />community's main corridors, and improving its image would <br />give Redwood City residents and businesses yet another <br />reason to feel pride for their community. <br />While specific place -making strategies are listed in this chap- <br />ter, given the cross -cutting nature of aesthetics, place -mak- <br />ing is also a consideration in strategies concerning mobility, <br />housing and economic vitality. <br />54 <br />Like many other cities, Redwood City already successfully uses signage and branding <br />to create a sense of place in the Downtown. El Camino Real can benefit from a similar <br />treatment <br />0) <br />aD <br />cD <br />00 <br />W <br />