A new logo to be used to market Cardiff on the international stage is aimed at ditching the "stereotype" of daffodils and dragons associated with the area.
A new logo to be used to market Cardiff on the international stage is aimed at ditching the "stereotype" of daffodils and dragons associated with the area.
Promoters say the brand, made-up of multi-coloured discs encircling the city's name, will mark Cardiff out as a "progressive" place to live and visit.
Promoters say the brand, made-up of multi-coloured discs encircling the city's name, will mark Cardiff out as a "progressive" place to live and visit.
The £45,000 design was being unveiled in front of politicians and business leaders at the Wales Millennium Centre.
The £45,000 design was being unveiled in front of politicians and business leaders at the Wales Millennium Centre.
Cardiff & Co said it was a brand people in the city would be proud of.
Cardiff & Co said it was a brand people in the city would be proud of.
The public-private body that promotes the city said it had cost £45,000 to develop, launch and incorporate into its marketing.
The public-private body that promotes the city said it had cost £45,000 to develop, launch and incorporate into its marketing.
Chairman Bill Savage said it would help Cardiff stand out from other capital cities.
Chairman Bill Savage said it would help Cardiff stand out from other capital cities.
"We are confident that we have created a distinctive brand for Cardiff that has the potential to give the Welsh capital a competitive advantage that will stand out on the world stage.
"We are confident that we have created a distinctive brand for Cardiff that has the potential to give the Welsh capital a competitive advantage that will stand out on the world stage.
"The place brand is a banner under which the city can rally to spread our message to the world - our ambitious, young capital can compete with the great cities of the world as a place to live, work, visit, invest and study.
"The place brand is a banner under which the city can rally to spread our message to the world - our ambitious, young capital can compete with the great cities of the world as a place to live, work, visit, invest and study.
"The brand has been developed after extensive research and consultation to ensure that it is a tool which the people of Cardiff will be proud to use."
"The brand has been developed after extensive research and consultation to ensure that it is a tool which the people of Cardiff will be proud to use."
The colours of the logo, the city's first, are meant to represent the colours of the city, including the waterfront and parks.
The colours of the logo, the city's first, are meant to represent the colours of the city, including the waterfront and parks.
Some readers of the BBC News website have likened it to a "spilled bag of tiddlywinks" or a dial from an old fashioned telephone.
Tell us what you think of Cardiff's new logo and we'll publish a selection of your comments. Use the form below:
Tell us what you think of Cardiff's new logo and we'll publish a selection of your comments. Use the form below:
It looks like the dial from an old analogue telephone - hardly the 'ambitious' & 'young' image that Cardiff wants to project!?, Herts, UK
It looks like the dial from an old analogue telephone - hardly the 'ambitious' & 'young' image that Cardiff wants to project!?AH, Herts, UK
The only thing this logo is missing is the letters Plc. It looks like a bland corporate logo. If we must 'brand' the place we live, then something with a bit more life to it would be nice. Something which actually links the logo to the place it's meant to represent would be even better. Cardiff, Wales
The only thing this logo is missing is the letters Plc. It looks like a bland corporate logo. If we must 'brand' the place we live, then something with a bit more life to it would be nice. Something which actually links the logo to the place it's meant to represent would be even better. AW, Cardiff, Wales
Typical, the English 'Cardiff' is inside the circle and part of the team and the Welsh 'Caerdydd' is outside in the cold as an unwelcome addition or afterthought ie a token bit of Welshness as usual. Somersham, England
Typical, the English 'Cardiff' is inside the circle and part of the team and the Welsh 'Caerdydd' is outside in the cold as an unwelcome addition or afterthought ie a token bit of Welshness as usual.JJW, Somersham, England
I'm afraid I don't like the new brand at all. It leaves alot of questions unanswered, what was the reasoning behind the typefaces used?, and more importantly why the shape? I don't see that it reflects Cardiff at all. You could change the text and add any city name. It's quite an anonymous brand which does nothing to put Cardiff in a new positive light.Robin, Cardiff, Wales
That logo says absolutely nothing about Cardiff. What a waste of money.Amanda, Cardiff
"Extensive research and consultation"? Whom do these people actually go and ask? Is this the decade for bland, meaningless logos (such as the London Olympics one)? Personally I think it's just the designers getting bored with designing to what people like and recognise. I *really* doubt that the general population was consulted in a meaningful way. The city, waterfront and parks indeed, it's spilled bag of tiddlywinks.F, Glasgow
Bland, boring, unimaginative, predictable - looks like a failed art student designed it in 5 minutes! Why English inside and Welsh outside? Looks and sounds like a lot of post rationalization and marketing mumbo jumbo to me. Another missed opportunity - maybe the same people who designed our SHOCKING olympics logo did this one too!!!!!!!!!!Dyfed Richards, USA
