Yorkshire Dales

The brief

To refresh the identity for the Yorkshire Dales, following consumer and stakeholder research, to more appropriately reflect the area and appeal to a wider audience.

To create a guidelines to encourage stakeholders and third parties to embrace the new identity and to use it correctly and consistently.

Our response

Brahm created a powerful new brand logo that was an evolution of the old one. The old-fashioned, colourful, complex logo was refined into a striking single colour logo. The logo comprises bold, simple typography and an illustration in a woodcut style, depicting a typical Dales landscape. The identity is very much a modern classic, designed to attract a younger audience without alienating the older audiences.

To complete the full identity, Brahm developed the strap-line ‘every visit is a discovery’ to convey the breadth of things to see and do in the Dales, plus a colour palette reflecting the colours found in its nature throughout the year.

The brand guidelines were designed to reflect the theme of discovery and the Dales’ primary activity - walking. The design is based on an Ordnance Survey map. The materials and colours are natural to reflect the whole identity, and the guidelines are laid out across the fold-out pages within.

The guidelines provide a guide to the brand values and some simple marketing advice for small businesses, as well as the technical guide to using the identity.

The outcome

The client was delighted with the guidelines which are now being rolled out among stakeholders.

The brand guidelines received many high accolades, including:

the Roses Design Award for Corporate Literature 2003
overall winner of the McNaughton Review 2003
featured in the D&AD Yearbook 2004 as an example of design excellence in brand guidelines.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com