Iris Associates creates new identity for Sheffield
Iris Associates creates new identity for Sheffield
Iris Associates has created a new brand identity for Sheffield that will be used in the promotion of the city's events.
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.
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Comments
The logo looks dull as dishwater, kind of perfect for Sheffield!
The logo is a bit flat for such a large city with a big heritage. My main criticism is the dull photography..The Food Festival for instance..couldn't the chef type person look a bit more cheery ...and Billy No Mates in the reading room!
Yeah cos loads of smiley happy people would be much more contemporary, not like an 80's stock shot at all. I think it looks great. The logo isn't hugely exciting, but it's a nice bit of type. At least it hasn't got some stupid graphic ribbons coming off it with loads of post rationalisation. As Anon 12:12 said, the brand is much more than just the logo - the problem comes when people try and use the logo to say it all. As a whole I really like this stuff.
I think it looks great, the food festival poster in particular is my favourite. I really don't understand the 'dull photography' comment... i didn't realise I was being a 'Billy No Mates' when i read on my own. Next time I'll have a reading party with my mates, we can all read books together and look cheery.
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