Post by Howie on Sept 3, 2004 5:33:13 GMT -5
Liverpool launches its bid for global recognition 
Sep 3 2004
By Mark Hookham Daily Post Staff
LIVERPOOL today launches the brand which is hoped will make the city instantly recognisable around the world.
City leaders are putting together an exclusive club of a dozen national and international companies who can use the new '08 logo on their products and publicity brochures.
Each company will sign a deal worth at least £1m to become an official Capital of Culture partner.
It is hoped millions more will be raised by other smaller companies who will pay to be "friends" or "associates" of the 2008 celebrations.
At midnight last night building workers draped Liverpool's most well known landmarks with banners emblazoned with the new '08 logo.
St George's Hall, St John's Beacon and the TGWU headquarters will all boast the bright red and yellow logo - chosen for its "European feel".
The largest banner - 260 square metres - will be on the Holiday Inn and welcome visitors arriving at Lime Street station.
Queen Victoria's statue in Derby Square is today sporting a Liverpool '08 sash while the Lewis's statue on Ranelagh Street has been clad in a pair of branded Y-fronts.
More than 50 stores throughout Liverpool will today start selling official '08 merchandise and the city's libraries and galleries are selling branded souvenirs.
Council leader Mike Storey said: "The original logo was used to win the competition but it was important the city had a new image in the run-up to the Capital of Culture year.
"It is a very clear-cut image that almost has a Portuguese feel. It captures the essence of the city."
Kris Donaldson, marketing director of the Liverpool Culture Company, said: "This new image will help us attract investment and tourism and will rank alongside other internationally recognised brands for major events such as the Olympics, the World Cup and Euro 2004."
The first £1m Capital of Culture sponsor is expected to be announced today, with negotiations continuing with another five companies.
A council spokesman last night said the brand and logo would be rigorously policed and legal action would be taken against any firms or individuals using the logo without permission.
He added: "We will come down like a ton of bricks on anyone trying to rip off the brand.
"Our view will simply be that if they rip off the brand, they rip of the city and we will pursue them for it."
The logo design has been developed by Liverpool advertising agency Finch with London-based brand specialist Bartle Bogle Hegarty. A variation of the '08 logo has been created for free use by all community groups.
David Fleming, chairman of National Museums Liverpool, said: "The logo is another piece of the jigsaw which, when complete, will have reinvented the image of Liverpool in the eyes of the world."
Sir Jeremy Issacs, who chaired the panel which awarded Liverpool its crown, said: "This great city is on the up again."
Source: Daily Post
Sep 3 2004
By Mark Hookham Daily Post Staff
LIVERPOOL today launches the brand which is hoped will make the city instantly recognisable around the world.
City leaders are putting together an exclusive club of a dozen national and international companies who can use the new '08 logo on their products and publicity brochures.
Each company will sign a deal worth at least £1m to become an official Capital of Culture partner.
It is hoped millions more will be raised by other smaller companies who will pay to be "friends" or "associates" of the 2008 celebrations.
At midnight last night building workers draped Liverpool's most well known landmarks with banners emblazoned with the new '08 logo.
St George's Hall, St John's Beacon and the TGWU headquarters will all boast the bright red and yellow logo - chosen for its "European feel".
The largest banner - 260 square metres - will be on the Holiday Inn and welcome visitors arriving at Lime Street station.
Queen Victoria's statue in Derby Square is today sporting a Liverpool '08 sash while the Lewis's statue on Ranelagh Street has been clad in a pair of branded Y-fronts.
More than 50 stores throughout Liverpool will today start selling official '08 merchandise and the city's libraries and galleries are selling branded souvenirs.
Council leader Mike Storey said: "The original logo was used to win the competition but it was important the city had a new image in the run-up to the Capital of Culture year.
"It is a very clear-cut image that almost has a Portuguese feel. It captures the essence of the city."
Kris Donaldson, marketing director of the Liverpool Culture Company, said: "This new image will help us attract investment and tourism and will rank alongside other internationally recognised brands for major events such as the Olympics, the World Cup and Euro 2004."
The first £1m Capital of Culture sponsor is expected to be announced today, with negotiations continuing with another five companies.
A council spokesman last night said the brand and logo would be rigorously policed and legal action would be taken against any firms or individuals using the logo without permission.
He added: "We will come down like a ton of bricks on anyone trying to rip off the brand.
"Our view will simply be that if they rip off the brand, they rip of the city and we will pursue them for it."
The logo design has been developed by Liverpool advertising agency Finch with London-based brand specialist Bartle Bogle Hegarty. A variation of the '08 logo has been created for free use by all community groups.
David Fleming, chairman of National Museums Liverpool, said: "The logo is another piece of the jigsaw which, when complete, will have reinvented the image of Liverpool in the eyes of the world."
Sir Jeremy Issacs, who chaired the panel which awarded Liverpool its crown, said: "This great city is on the up again."
Source: Daily Post
