Wednesday, November 28, 2007

Inspiring logo?

So, apparently Edinburgh's "Inspiring Capital" slogan, logo and brand is set to be shelved within the coming months, less than three years after it was unveiled. Shortage of political support on the new city council, concerns about the lack of impact the image has had and problems with funding are all posing this threat its future.

Before its unveiling, around 18 months of research reportedly went into the launch of this Edinburgh brand. The finished logo was said to represent the city's "sense of energy" as well as famous images such as the Forth Bridge, the Festival fireworks and Arthur's Seat. While the aim of the brand was to persuade people to visit, live, work and study in the city.

And at a cost of £800,000, with a further £120,000 being ploughed into the project since its debut in 2005, the logo and brand should really have delivered. So, what went wrong?

Well, in my opinion at least, inspiring it is not. Looking at the logo, images of the Forth Bridge and fireworks are no more conjured up than they would be by looking at a bunch of other squiggly lines. In fact, the image makes me think more of the Clyde Auditorium in Glasgow. But quite apart from all that, even more telling is the fact that this is the first time I’ve even seen the logo – when it has been out for three years now. As a Scot within travelling distance of Edinburgh for day trips, etc., surely I am actually in one of their target groups. So the question remains, why have I not seen this logo or even heard anything about ‘Inspiring Capital’?

Perhaps the fault lies with the logo itself. Perhaps hiring a London agency to create a logo for Edinburgh was a bad idea; perhaps they should have used some of the local talent, people who have a real insight into Edinburgh and all it has to offer. Perhaps the fault lies in the marketing surrounding the logo and the brand in general. Or, perhaps the fault lies in all these things and more. But with issues such as school closures, overspends in the budgets of a number of council departments, and demand for investment in the likes the Commonwealth Pool and the King's Theatre in Edinburgh, it may very well be the case that the brand is buried as quietly as it appears to have been unveiled.

The other question of course is, will anyone even notice?

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At 12:29 AM, Blogger Stan Lee said...

The London Olympic logo may be less than satisfactory, but at least it generated some discussion. That Edinburgh log is just plain boring. And as for "Inspiring Capital" what on earth does that mean?

At 2:05 PM, Blogger Lisa Breslin said...

God knows Stan. It's hard to work out where the whole brand really fits in with the other tourist initiatives for the city also, especially since it was absent from the likes of the Edinburgh festival, etc. And only three years downt he line when it is in line to be axed am I even aware of it.

Glasgow's 'Scotland with Style', although not my favourite brand at least has had coverage and has seemed to bring more people to the city. This Edinburgh brand ont he other hand doesn't really say anything about the city or the culture.


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