Edinburgh’s inspirational branding dropped
The City of Edinburgh is to drop its Edinburgh ‘Inspiring Capital’ brand in the coming months due to a lack of impact.
Having spent nearly £1m on creating the image in May 2005, and appointing London-based agency Interbrand to create it, a review has been ordered by council to investigate the process.
The brand’s funding from the council will run out at the end of this financial year with the brand team of four, based out of the city council’s headquarters, unsure of their future.
However, despite many agencies pointing the finger at the council for making the wrong choice initially in their appointment of a London agency, Graham Sturzaker, creative director at Elmwood, said that rather than scrap the identity, the Council would achieve more by investing in, and building support for, the brand by “standing strong and building on what is already there.”