Visit Cheltenham / Marketing Cheltenham Branding

Background:

In September 2017, apt marketing & pr was tasked with creating a new brand identity for Marketing Cheltenham and Visit Cheltenham, to create an iconic, captivating image. The brand needed to work for both consumer and business audiences, drawing on the principal that ‘everyone makes Cheltenham’ and that it must be inclusive, pioneering, vibrant and adaptable.

Objectives:

The brand is intended for interim usage before going in-house. The design needed to target anyone who might visit or stay in Cheltenham, and often the Residents who reside here. The brand will be applied in campaigns to target local people, visitors within a geographic radius, or as part of a wider campaign to international visitors.

Action: 

The Visit Cheltenham logo was inspired by Cheltenham’s rich arts and culture scene; adding a sense of vibrancy, regency and heritage. Overlaying colours signify a place of culture and open arms, while the use of different typographic styles helps to highlight both the history of the Town and its position as a vibrant, leading, cultural place to visit.

Results:

As part of the brand launch, a series of initial design elements have been created using the core brand principles for brand consistency and support. Coloured patterns have been used to enhance the brands recognition, whilst shapes and object designs communicate deeper meaning; such as festival themes. Placing ‘Cheltenham at the centre’ highlighted the opportunity to build on what we had, creating further exciting brand collateral and opportunities.