Culture shock… we did it!

Posted: July 30th, 2009 in News, Wins, Work


The government has just announced plans to create a new UK City of Culture initiative in 2013. And what better advertisement for Sheffield’s credentials for the role than the fact that the brand design for the initiative was created right here in Sheffield by Iris.

Iris were shortlisted for this prestigious assignment in June and went on to win a 3-way pitch after submitting a range of designs and ideas for the project. The chosen identity incorporates two ‘C’s, one contained within the other, to symbolise the part that cultural excellence plays within a city.

A key consideration in our designs was to provide something timeless, with the flexibility to allow participating cities to customise it to fit with their own activities
during the year-long event.

The new UK City of Culture identity

The new UK City of Culture identity

The UK City of Culture initiative launched this week by Culture Secretary, Ben Bradshaw, aims to build
similar success to that enjoyed by Liverpool during its year as European City of Culture. The successful city, to be chosen in 2013, will have the right to use the City of Culture brand and it is hoped that the
coverage will bring a range of benefits including funding. Events such as the Turner Prize, Stirling Prize, BBC Sports Personality of the Year and possibly the Brits and the Bafta TV Awards will be relocated from London to the successful city. Both the BBC and Channel 4 have both committed to ongoing coverage of the celebrations.

We are currently undertaking a brand development phase and will go on to produce two sets of guidelines; one for the UK City of Culture entity itself and a second set for cities to use with comprehensive guidance on how to customise the identity for Western union agent their own uses.