Purple Circle shapes Three Thinking identity

Nottingham design and branding consultancy Purple Circle has created the identity and name for Three Thinking, an inward investment alliance between Nottingham, Derby and Leicester.

The trio of cities has united to collectively promote the region as a destination for investment opportunities.

Purple Circle was briefed to create a visual identity that stood apart from the representative style of investment initiatives, and focus on connectivity between the cities, says consultancy managing director Michael Slack. ‘They didn’t want to present a typical local government look, so we used an illustrative style – a breath of fresh air in the inward investment sector. The connectivity theme is reflected in the treatment of the logo,’ he says.

Illustrator Miriam Ginnings produced the drawings that will feature throughout the Three Thinking brochure. The identity will also be applied to stationery and a website, designed by Nottingham group Atomic.

‘On a national scale, Derby, Leicester and Nottingham are not the biggest hitters, but when you put them together it starts to stack up pretty well,’ says Slack.

Purple Circle was chosen to brand the 3 Cities investment programme following its branding work for Nottingham and Nottinghamshire, which will be unveiled next month.

Three Thinking is officially launched at the Mipim property conference, opening in Cannes on 7 March. Atomic has also produced an animated show-reel for display at the conference.