Wolff Olins has designed the identity and brand strategy for the new town of Bracknell, ahead of proposals to redevelop the South of England conurbation.
The consultancy was appointed by Bracknell Regeneration Partnership in the summer of 2003 for an undisclosed fee and consulted closely with Bracknell Forest Borough Council, local landowners and a team of architects and town planners including Richard Rogers Partnership.
Wolff Olins senior consultant Mark Rudda says the challenge for the brand is ‘to change perceptions of the town among the townspeople, who have been quite cynical about previous attempts to do so’.
Wolff Olins worked to create a ‘warm visual style, with an honest, approachable, fun tone’, though Rudda points out the planning proposals required much more than just the ‘visual’ elements.
The first manifestation of the branding itself is the planning application and accompanying exhibition for the £750m development, which has just been completed. The go-ahead for the regeneration scheme is expected to be granted permission in mid-July.