Norwich is already known by brew lovers as the home of great ale, but now it will be official. The new Norwich City of Ale 2011 logo design shows the city’s love of ale to people all over the UK and promotes a new community festival dedicated to the traditional British brew.
How can you represent Norwich and its famous ale in the same image? The new logo design features a seal bearing the city name topped by the image of a castle. A red ribbon bears the title ‘City of Ale’. The image is a bit plain and much like an official seal of stamp, giving the festival an air of formality and authoritativeness. The message given by this design is that Norwich is not just a place to grab a pint—it is the place to grab one.
Planned for May 26 through June 5, the festival is bound to be a fun one for drinkers, with almost forty local breweries and pubs from the area already involved. Each of these establishments will host at least one special ale event during the festival, such as a free tasting or a quiz night focusing on ale. They must meet two basic requirements: to serve real ale, and to be within thirty miles of Norwich. A corporate sponsor is being sought as well.
This is not the first festival event that the city has planned to celebrate their legendary beverages. Organizers hope that the City of Ale festival will not conflict with the city’s annual beer festival held in October, but rather serve as yet another reminder that Norwich is the perfect place to get a taste of the UK’s legendary brew.
The community event logo design will be featured on signs and marketing materials for the City of Ale festival as well as on programmes, t-shirts, and other merchandise. With a variety of items for sale and an initial programme print run of 20,000, this logo will be seen by many and, hopefully, represent the city and its activities in the best possible light. Because sponsors and participating pubs are also listed on programmes and posters, this is a great marketing opportunity not just for the festival but for the many local businesses involved. Co-chairman of the event steering group Dawn Leeder thinks that the image will represent the event well, calling the logo “fabulous” and saying that it “encapsulates beautifully what we are doing.”
Community branding is a growing trend in the UK as cities, towns and boroughs struggle to distinguish themselves and claim an ever-greater part of limited tourism dollars. If your community—or your business—is lacking a logo design that UK consumers can believe in, your lack of a brand is going to harm you more and more. In a marketing driven world, logo design and branding are the only way to catch the public’s attention and show people why you should be their first choice.