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Leeds Culture Sector Shows Support for Capital of Culture as New Brand Identity is Revealed

  • 5th July 2017
  • Posted by Leeds 2023

On 29th November at 11am more than 50 organisations from across culture, arts and education in Leeds will show their support for the city’s bid to become European Capital of Culture in 2023 by adopting a new typeface specially designed for the bid.

The Leeds 2023 typeface has been created by independent brand specialist, Lee Goater. Based in Leeds, Lee has built a collaborative creative to develop the identity from Leeds College of Art graduates and local rising stars Hungry Sandwich Club, and digital and content strategists Head Offfice™ spearheaded by Gaz Battersby, and Alex Finney, a recent graphic design graduate from Leeds College of Art.

Lee said: “When I read the brief it was all about creating an identity that belongs to everyone, and can work at a community and international scale. The values were all about being ambitious, experimental and collaborative and demanded something that made you look again at the city. We wanted to create a solution that reflected how we felt about culture. It needed to be playful, intriguing and sometimes even challenging. We wanted to make something that makes you turn your head to figure it out and understand.”

Lee also worked with London-based typography specialists Dalton Maag who created the typeface for the Rio 2016 Olympics. “The base of the identity is built around a new typeface for the city and we need to make sure that it was legible whilst retaining the playful nature of the characters. Dalton Maag were great at helping us to push the boundaries whilst still being accessible.”

The new typeface and identity for the Leeds 2023 bid to become European Capital of Culture 2023 will be seen across marketing campaigns from January 2017, promoting the city’s exceptional and diverse cultural offer. The new identity can be seen on the website and animations have been shared across the Leeds 2023 social media channels.

Anita Morris, Chair of Leeds 2023 Marketing & Communications Advisory Group said: “It’s great to see culture taking centre stage in a city that’s famous for its retail and financial services offer. The new identity will really bring the bid to life with its quirky and intriguing animations and playful typeface. We have rigorously tested the Typeface with a wide range of audiences from culture and arts to businesses, residents and audiences with disabilities, to ensure that it remains accessible and inclusive for everyone. It’s a great vote of confidence in Lee’s work that more than 50 arts and cultural organisations have adopted the new Leeds 2023 Typeface in their own communications.”

Image: Leeds 2023 Typeface created by Lee Goater in collaboration with Dalton Maag
Credit: Lee Goater

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