Lloyd Northover began working on the project four months ago following a pitch against both London-based and local consultancies. At the pitch stage Lloyd Northover was asked by the Plymouth City Development Company to respond to previous Plymouth identities and develop strategy proposals.
The consultancy’s managing director Rebecca Price says, ‘We came to the conclusion that confidence in the city was central to a successful identity. A lot of discussion about Plymouth is about what it isn’t and what it hasn’t got, but when you talk to people you realise they’re very proud of their city.’
Lloyd Northover set up a website, www.forplymouth.com, to allow local people to upload their images, words and ideas about the city so that the identity could be built on reflections of the community, says Price.
The identity, which will be used on signage around the city and to promote Plymouth internationally, features a grid system which allows different shapes to reveal images relevant to the city. Price says, ‘The city’s hidden jewels can be joined together and populated in different ways. It’s unique, as the city is unique.’