Bolton brand takes gold
11 December 2009
Hemisphere developed the Bolton brand after a 12 month consultation and creative development process that reviewed how the town was portrayed and the positive messages it had to communicate, such as capitalising on its assets as 'Britian's friendliest town' and the high profile of its home grown personalities.
The new brand proposition is based around the core idea of 'family', building on the friendliness and traditional values that people feel are such as positive for Bolton. The family concept also communicates a sense of Bolton as a place where people of diverse cultures and backgrounds can find a place as part of the wider Bolton family.
The new visual identity designed to communicate the new brand positioning takes its inspiration from Bolton's diversity and the idea of it as a traditional town but with a modern twist. It uses a unique colour 'bar code', derived from how the research respondents viewed the town, laid behind a new font - called Bolton Character - that has been derived from the traditional slab serif Clarendon Heavy. The font is cut to include a number of 'expert' and other quirky features, including a subtle visual reference to Bolton's affinity with elephants (an elephant features in the town's coat of arms) - a bespoke letter 't', cut to resemble an elephant's trunk.
