Liverpool plans city rebrand after European year of culture

Liverpool Culture Company plans to launch a tender to rebrand the city following its reign as European City of Culture in 2008. The process could begin in the spring, according to LCC marketing director Kris Donaldson.

‘We are currently exploring where we take the city beyond 2008 in terms of brand positioning,’ says Donaldson. ‘We are still thinking about internal strategy at the moment, but could start tendering in spring.’

Meanwhile, the city is being ‘dressed’ in preparation for Liverpool 08. Local advertising agency Finch’s building wraps (pictured) and banners feature illustrations inspired by music, art, maritime heritage, creativity, people and sport. Banners will cover 3000 lamp posts, while wraps will appear on the Port of Liverpool building, Lime Street Station and ‘as many derelict buildings or development sites as possible’, says Donaldson. The imagery will also be used on the Liverpool 08 website and marketing materials.

Finch has been working on the design for about nine months, having been appointed following its extensive marketing work for LCC, including the design of the Liverpool 08 logo in 2004.

‘These days, too many events and festivals use wallpaper design which looks colourful, but communicates nothing,’ says Finch joint managing director Tim Critchley.

‘We have included a mixture of images and words to ensure visitors will see the city for what it is, and take away a warm and positive feeling.’