Cardiff & Co, a new organisation set up to market the Welsh capital, has tasked Golley Slater to develop Cardiff as a brand.

The agency, which has an office in Cardiff, beat off other rivals from the city and London – where it moved its base in February - to secure the brief and its £70,000 budget.

Nicola Poultney, Cardiff & Co managing director, said: “A powerful place brand is only built with consistency and commitment from all interested parties We have appointed Golley Slater to work with partner organisations in Cardiff to ensure we get buy-in for a brand which will act as a promotional umbrella for the city.

“We now need to develop the tools that will bring the brand to life, such as a type font, a dedicated range of colours, photography to represent the city brand, and the tone of language to be used in written communication. The brand development work will also incorporate a logo to represent the city.”

Golley Slater intends to use its network of offices to get the new message carried across the country. The branding will capture and bring together all of the city’s aspects.