Visit Bath launches new branding

Visit Bath has today unveiled its new look brand.  The move comes at a time when the destination marketing organisation for the city and the surrounding area is reinvigorating itself and its positioning as the ‘go-to’ organisation representing Bath on a local, national and international level.

David James, Chief Executive of Visit Bath said:“We wanted to redefine and strengthen the city’s competitive identity and ensure that Visit Bath has a strong, consistent brand and is instantly recognisable to our members, partners, visitors and the local community. We need to lead by example and this kind of branding work is critical to the way people not only perceive the organisation, but also the city itself – our primary aim is to be front of mind and the first port of call when visitors are researching and booking their trip to Bath.”

The new logo captures the essence of what the UNESCO World Heritage City of Bath is about  – iconic historic architecture, a distinctive,  independent-minded place and a charming, unique and glamorous destination; classical but with a contemporary twist.  The motif has been developed so that it can be read in multiple ways: to represent the source of Bath’s thermal waters bubbling up in ever decreasing circles within the Roman Baths and to represent the iconic crescents and the distinctive Circus. The colour and design also reflect the rolling hills surrounding the city.

The typeface design is based on the letterforms of Roman square capitals, as used for the inscription at the base of Trajan’s Column from which the typeface takes its name (Trajan Pro). The supporting typeface balances this heritage with a clean, contemporary feel.

The strapline “A WORLD HERITAGE SPA CITY” further emphasises the cities two unique selling points – the UNESCO status and the thermal spa offering.

New branding will be rolled out across all Visit Bath collateral such as the Arrival Guide, Great Bath Feast brochure and Bath Christmas Market brochure as well as the new website which will go live in March 2018.

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