Edinburgh City Region Brand
Introduction
The Edinburgh City Region Brand is a public private partnership. The public sector partners are the City of Edinburgh Council, Scottish Enterprise Edinburgh and Lothian and VisitScotland Edinburgh Network Office.
We have developed these guidelines to help you use the Edinburgh City Region Brand - when creating and producing materials for your own communications, initiatives and events.
Please explore them, use them and enjoy them. You'll see that there are two main sections: About Our Brand and Brand Elements. You can use the links at the left of your screen to take you straight to what you want to know.
The Story Of Our Brand
This brand began with the project team taking a good look at the Edinburgh city region. As the city is the main economic driver of the region, the brand is naturally focused on Edinburgh itself but reflects the strengths of the wider city region.
We studied all the objective research about Edinburgh and people's perceptions of the city region. This helped to confirm Edinburgh's strengths. It is a beautiful and highly 'liveable' city. Its compact size makes it easily accessible, and it is perceived to offer a great quality of life to its residents. It has an extraordinary heritage in innovation and boasts one of the world's leading and most influential education systems. And on top of all that, most people think it's a safe place to live, work and visit.
It's these perceptions of Edinburgh that we need to promote to worldwide audiences, because our research has shown that internationally, the city isn't so well known or understood. The further from Edinburgh you travel, the chances of people having heard of Edinburgh, or even Scotland, decrease. We want to convey a coherent message about the city to less familiar audiences.
So, what could we to say that would get people from outside the city to open their eyes to Edinburgh - and shout about the obvious pride that Edinburgh peope have for their city?
The answer we found is simply that it is an 'Inspiring Capital'. (…)
Graphic Devices/The Lines
The lines within our logotype can be used as a dynamic graphic device. They can be used to dramatic effect to support narratives, stories, facts and timelines.
The following illustrate how to use them correctly to create impact and recognition in brand communications.
Source:
Edinburgh Brand
