The consultancy, a branding arm of the Edinburgh-based The Leith Agency, was appointed in December by Festivals Edinburgh, following a competitive pitch against a number of groups, including Tayburn and Elmwood.
The group’s appointment follows work it did on a separate project, which involved positioning the brand as ‘A fun, unforgettable cultural experience in an iconic city’, according to Alan Ainsley, creative director of The Leith Agency.
Taking this cue, and a brief from Festivals Edinburgh to create a multiplatform communications project, Leithal Thinking designed the brand Edinburgh Festivals.
An EF marque has been created which, according to Ainsley, is based on the original plans created by architect James Craig for Edinburgh’s New Town in 1767. He says, ‘The plan comprised a simple rectilinear arrangement.’
Working with typographer Dalton Maag, a further typeface has been created to form the words Edinburgh Festivals.
Appearing as a ‘window’ that forms the letters EF, different scenes will ‘look out’, according to Ainsley, who says the marque can evolve alongside changing festival programmes.
Leithal Thinking was advised on the project by Clare Eva, marketing officer at the Tate Modern, Nicole Hall, marketing manager at the Sydney Opera House and Amanda Jennings, head of brand and marketing at London 2012.
A test website has been launched, to be be followed at the end of the month with a roll-out of marketing communications, including Edinburgh Festivals TV.