UK logo design is world-renowned, so why not celebrate it? This is exactly the aim of Cornwall Design Season 2011—to showcase and raise awareness of Cornish design, both past and present.
Cornwall is an area known for good design, especially in the folk arts and crafts. However, in modern times this artistic prowess is being channeled in profitable modern arts, such as graphic design. There are a lot of interesting designs coming out of Cornwall, so we have high expectations for their Cornwall Design Season logo. Luckily, it does not disappoint, with a design that is uniquely Cornish and modern at the same time.
The logo design for this event was distinctly old-fashioned, resembling a quilt even. However, the image is very modern, in cool colours that are reminiscent of the Cornish seaside. The simple graphic nature of the logo design makes it easy to tie in to a marketing campaign. The posters for the event retained the ultra-modern nature of the logo, but expand it into a much more contemporary theme. Different colour schemes are used for the posters and other promotional materials, but all are bright and eye-catching, reminiscent of modern graphic design.
Cornish Design Season was a nine week ‘celebration of Cornish creativity’ developed by local universities, councils and design organisations. Local businesses also donated funds to the cause. However, this was not your average, boring community event. The work of Cornish artists was separated into ‘design stories’, which were nominated by prominent local designers and artists. The installations were each placed into a shipping container. The shipping containers were placed throughout Cornwall, breathing art and design into the everyday lives of the Cornish.
The nominated designers and artists all had two things in common: they all had a transformative impact on their field, and they all had a direct or indirect link to Cornwall. The displays were also placed in a global exhibition on the internet.
Not only does this event celebrate the art of Cornwall, it brings attention to the relevance of design. It also establishes a brand for Cornwall—an artsy, aesthetically oriented brand that will interest many potential tourists. Because this is an annual event, it will be a reputation builder for Cornwall over the long term.
Destination branding is an important part of maintaining an area’s tourism status, but differentiating an area from others can be challenging. Council members and others must think about exactly what sets a town apart from the many others, and then use this as the basis for the tourism brand. Cornwall has taken an interesting approach here, focusing on a long history of arts and crafts rather than the beautiful countryside of legendary beaches. This may actually be a smart move; many places in the UK have countryside and seaside, but few have so many notable artists and designers.
What sets your town, city or area apart? As you can see, it is okay to get creative when creating a destination brand.