| Cutting-edge new look for city landmarks |
Cutting-edge new look for city landmarks
 Some of Sheffield’s most recognisable landmarks have been given a fresh new look thanks to a top city design specialist.
GDA Sheffield (G Design & Advertising Ltd) linked up with Sheffield International Venues (SIV) to create a unique design identity for the organisation and its world famous sport and leisure facilities.
The transformation included a new umbrella brand identity for the whole organisation as well as creating a strong and innovative alliance with its diverse portfolio of venues and products across the city. These include Sheffield City Hall, Ponds Forge International Sports Centre, Hillsborough Leisure Centre, iceSheffield, and Don Valley Stadium.
Aiming to raise the profile of SIV and to show association between the company and its venues, the new brand has also been applied to SIV products such as Fitness Unlimited, the biggest city wide membership scheme.
Paul Green, Group Sales and Marketing Manager at SIV, said: “We needed a cutting edge new look for the facilities as we move into a new era of sport and leisure in the build-up to 2012.
“SIV is looking into other business development opportunities outside the Sheffield area so it is vital we have a strong identity as we expand on this work.”
Maggie Freeborn, Director at GDA, said: “Following extensive consultation with staff, users and non-users of SIV services and venues, we approached the company with a range of ideas based on the perceptions people have of SIV. Also key to this work was gaining an understanding of SIV’s vision and where it wants to position itself at all levels, in association with its key facilities and products.
“We worked with them to create a strong identity that raises the profile of SIV, promotes a contemporary image whilst developing a consistent feel across the group. The brand deliberately retains some of the characteristics of the old logo whilst creating longevity in the new brand.”
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