The Sheffield agency started working on the brand after handling design work for the city's unsuccessful UK City of Culture bid.

"We won the job to do the brand work for the City of Culture proposal and that work became the beginning of a visual identity for the city," creative director David Wood told The Drum.

He said Sheffield needed a more coherent identity to hold its various disparate city-branded events together.

"One event would look completely different to another. You wouldn't know the city was behind the event."

The new branding will be officially unveiled on 8 September at one such event, MADE: The Entrepreneur Festival.

But as you can see in our gallery, the identity has already been adopted into promotional campaigns for events including the Sheffield Food Festival, Tramlines music festival and Off The Shelf, a writing and reading festival.