The identity was created by design consultancy Underscore, and will launch just ahead of the opening of Margate’s Turner Contemporary Gallery on 16 April.
The final design is a variation of one of the initial ideas, but using a single block colour instead of the tri-colour variations put to the public vote. The strapline, ‘The original seaside’, remains.
Neil Stanhope, director of Underscore, says, ‘The rainbow was a bit too summery and touristy – we wanted something more business-facing that reflected the fact that Margate is taking itself quite seriously.’
The identity will appear across all online and printed marketing materials, signage and street furniture.
Stanhope adds, ‘Longevity was the key thing – we want to stake a claim for Margate’s future, not just for the present. We wanted something versatile with resonance.’
Derek Harding, programme director for Margate Renewal Partnership, says, ‘This is a proud town with a rich heritage and we feel that the final product captures the essence of the place.’
The new identity will start to roll out over the next month, appearing initially on wayfinding and signage.