WARWICK gets a new look

A new branding is to be created for Warwick town to boost tourism from the UK and overseas and generate greater pride and loyalty in local residents. The branding will incorporate a new distinctive logo which is being designed by Warwick based agency Watermark Design who specialise in strategic branding. A definitive branding is essential for Warwick in raising awareness and delivering consistency in the promotion and marketing of the town. The new design will be unveiled at a launch event at the end of March which will show how the chosen option was reached and the theory behind it.

Cities such as London and York have strong branding as do some towns within the District. The new Warwick brand will help to position the town firmly in the minds of visitors when planning or reviewing a visit to the town. For residents the branding will convey a message of loyalty and pride whilst nationally and internationally it will form an image of history and style. The branding will be used for a number of different purposes. Funding from Advantage West Midlands will enable the branding to potentially be incorporated into the new Visitor Information Centre in the Market Hall Museum and on new information maps produced around the town. The chosen logo and brand image will also be seen on stationery including leaflets produced by Warwick Town Centre Management such as the Eating Out & Shopping Guide and Diary of Events leaflet. It will also be featured on Warwick Town Council's website as well as on advertisements which promote the town and promotional materials such as banners, posters and pens.

A number of people were involved with the decision making process in choosing the final design including Adrian Field, Warwick Town Centre Business Development Manager and members of the town's Marketing and Promotions Group which comprises of Warwickshire County Council, Warwick District Council, the Town Council’s Economic and Tourism Committee, South Warwickshire Tourism, Warwick Tourist Information Centre and a local restaurant and accommodation provider. Through various meetings directed by Barry Chadwick, Managing and Creative Director at Watermark Design, the shortlisted designs were unanimously selected by the group. Watermark Design was not only chosen for their expertise and knowledge in branding, but they have also produced other local awareness material which have been hugely successful. Extensive research was undertaken in the concept and design of the branding which not only looked at the logo design but also at the colours, typography, symbolism and images. Focus groups were assigned to consider what key messages should be portrayed which needed to reflect the core messages of loyalty, pride, history and style.

Barry Chadwick, Managing and Creative Director at Watermark Design stated, “We are delighted to have been appointed on this most prestigious project. Developing a strong and consistent branded image for Warwick has tremendous benefits for the town and its economy. Being a local resident for the last 20 years, I’ve taken immense pride in the creation of this brand image. The branding has been extensively researched and we look forward to unveiling the finished results at the end of March”.

Adrian Field, Warwick Town Centre Business Development Manager, added, “Most towns and cities in the country have branding and this process has taken time to reach because we want to get it right. The final design is one which we hope people and organisations will embrace and we are sure that it will benefit the profile of Warwick”.

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