The One Leicester story

Back in 2006, Leicester City Council and Leicester Shire Promotions were working on two independent branding projects: the council wanted to raise awareness of the city's transformation through regeneration, while Leicester Shire Promotions had started to develop ideas for a new brand for the city itself.

 

It soon became clear that these two projects could successfully be brought together, so - in 2007 - work to develop one brand for Leicester got under way.

 

The first thing to do was to ask people what they felt about the city. Visitors to Leicester, stakeholders in the city and local residents were all interviewed in a series of online, telephone and on-street surveys. The key results were as follows:

While the partners felt confident that many of these negative perceptions would be addressed with the completion of key regeneration projects, such as the £350m Highcross Leicester development, they were keen to use the feedback to help shape the branding brief. They were also keen that the perception of Leicester as a progressive, cohesive and confident city was incorporated into the brand.

 

The partners were seeking an identity that positioned Leicester as a city that's re-inventing itself. A city with one vision. A city whose people are unified as one. A city with a unique history. A city where global cultures co-exist. A city that's one place where people want to live, work or visit. A city that's number one in the region.

 

The theme of One Leicester was a recurring one - and so the brand was born.

Leicester is enjoying a new surge of confidence. Unprecedented levels of investment are transforming the city - and perceptions of the city will change forever, when schemes like Highcross Leicester and the Curve performing arts centre open their doors later this year. Now is the time to put Leicester firmly on the map - both nationally and internationally. It's time to celebrate!

News release and photograph from the launch night: 'New project highlights Leicester's ambition'
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Initial use of the brand this year will promote the completion of many major regeneration projects around the city (phase 1).

 

Phase 2 - due to start towards the end of 2008 - will see activity expanded regionally, nationally and internationally.

 

The development of the headline logo is just the start of the process. The partners are now calling on everyone with an interest in Leicester to support the effort in making One Leicester work.