Story of the Brand.

The Liverpool Brand is the outcome of some very informative research we undertook to build on our hugely successful year as European Capital of Culture. We asked a lot of people, both inside Liverpool and further afield, about what the place meant to them. The results were interesting. Rather than being seen as ´part of the North´, Liverpool has a distinct identity of its own - a city with a unique character, like Edinburgh or York, rather than just a regional centre. And it is widely recognised that it is a city where things are happening, prosperity is growing and there is a new sense of excitement.

One of the most important reasons for the judges choosing Liverpool as European Capital of Culture ´08 was the passion and enthusiasm that the judges found amongst the city´s people. The year was a huge success, with over 15 million people attending the many events and exhibitions and bringing an economic benefit of around £800m to the Liverpool City Region. And while ´08 was a huge event for Liverpool, it was part of a long term vision. Since the year 2000, the city has been the focus of over £4bn of investment covering 300 major developments.

Our new brand has been created to focus and reinforce this positivity, to be a symbol for all of the people and the organisations of the city to use. We want to build on our success, and help bring new employers and new opportunities to the city in even greater numbers by involving the people who have made the city what it is - the people of Liverpool.