Cardiff ‘place brand’


The city of Cardiff needed to position itself within the UK and other global city brands. It needed to compete with other cities throughout the world for tourism, business and investment. The brief was to create a new logo that formed part of the new place brand for Cardiff.


I knew the logo had to be visually striking to convey the energy of the city. It also had to be conceptually meaningful to help communicate the exciting offer of the city. A stylised letter C was created from 8 coloured circles. Each circle represented an important attribute of the city to communicate the whole Cardiff offer, e.g. shopping, sport, tourism, business etc. These 8 attributes were then used as colour-coded navigation buttons on the website. The logo was also animated to further convey the energy of the city. I created this brand during my time working for Golley Slater, Cardiff.


  • Branding