Northern powerhouse presentation

Capital North

Northern Powerhouse

DBA

Good Morning

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Capital North

Northern Powerhouse

Brief

To brand the ‘Northern Powerhouse’ and create awareness of it’s many and varied attributes to the rest of the world.

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Capital North

Northern Powerhouse

Capital North

Reducing the identity to a logo cannot achieve this goal. The brand is more than just a logo.

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Capital North

Northern Powerhouse

Antonio Marazza

“Don’t confuse destination branding with a beauty contest. Destination branding will raise your country’s popularity. An attractive logo usually will not.”

Landor Associates

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Capital North

Northern Powerhouse

Concept

To raise curiosity and interest, the visual language avoids clichĂŠs and concentrates on the strengths of the north.

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Capital North

Northern Powerhouse

Great Cities

Jobs Transport Hospitals Schools Green spaces Culture

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Businesses Universities Colleges Entertainment Housing Sport

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Capital North

Northern Powerhouse

Categories

Economy Jobs Businesses Hospitals Housing

Transport

Education Universities Colleges Schools

Culture Entertainment Green Spaces Sport

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Capital North

Northern Powerhouse

What is Capital North?

Capital North is great economy, great transport, great education and great culture. These four strengths are evident in a number of Northern cities, making the region a credible second capital of the United Kingdom helping to redress the economic balance across the country. Partnered with London it can fight for Britain’s share of the global economy.

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Capital North

Northern Powerhouse

Audience

Economy Investors Families

Transport Everybody

Education Investors Families

Culture Everybody

Four Attributes

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Capital North

Northern Powerhouse

Four Cities

Liverpool, Manchester, Leeds and Hull are four cities in this region and there are many more.

However we are focusing on things that matter to people.

DBA

Capital North is not bound by the borders of the four cities, but united together by its strengths.

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Capital North

Northern Powerhouse

George Osborne

“Together our northern cities can be more than the sum of their parts.�

23 June 2014

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

Visual Metaphor

Four individual entities coming together to form a stronger single entity.

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Capital North

Northern Powerhouse

System

Economy

Transport

Manchester

Manchester

Leeds

Leeds

Liverpool

Liverpool

Hull

Hull

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Education

Culture

Manchester

Manchester

Leeds

Leeds

Liverpool

Liverpool

Hull

Hull

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Capital North

Northern Powerhouse

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Economy

System

Transport

Culture

Manchester

Education

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Capital North

Northern Powerhouse

System

Manchester

Leeds

Liverpool

Hull

City Identifiers

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Capital North

Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

DBA

Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Capital North

Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Logo Development

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Northern Powerhouse

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Visual Language

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Northern Powerhouse

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Train Livery

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Capital North

Northern Powerhouse

Typography

The quick brown fox jumps over the lazy dog

Helvetica

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Northern Powerhouse

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Colour

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Northern Powerhouse

Imagery

Providing depth to the visual language.

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Capital North

Northern Powerhouse

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Imagery

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Capital North

Northern Powerhouse

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Imagery

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Northern Powerhouse

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Imagery

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Capital North

Northern Powerhouse

Application

Four individual entities coming together to form a stronger single entity.

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Northern Powerhouse

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Application

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Capital North

Northern Powerhouse

DBA

Thank you.

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