“Throughout its history, the secret of Leeds’ success has been its outstanding ability to introduce new industry and adapt older ones when patterns of demand have changed and new opportunities have arisen.”
Burt and Grady, 1994, The illustrated history of Leeds, Breedon Books.
“It’s a great place to see tacky, rapacious capital butted up against proper Victorian architecture.”
Vanalyne Green, Professor of Fine Art, University of Leeds.
Leeds. Live it. Love it. Brand it
This morning we had a little chat with Mike Sheedy, teacher at MA Advertising and Design and deputy head of School of design. He, with others, is now working on the brand identity of the school of design of Leeds. The aim is to transmit the richness of this school that have so many souls inside: music, graphic, performance, visual, art, textile… People here should be proud of this variety and diversity, that it’s a kind of unique situation among others english uni.
He also gave us some useful tips about Leeds:
- It’s one of the biggest city in England, but it concentrates in a small territory.
- 70s – 80s. There weren’t so good time here, the industrial Leeds was declining..
- early 90s the city Council decide to improve the ex-industrial area and relaunched Leeds as a new business city, so they encouraged people to build in the waterfront area, to start creative companies and new businesses. They highlighted the stategic location of the city, placed in the middle of England and that it’s area is not so big, it’s a kind of “condensed city”.
And it worked! It really worked, also in the 2007 recession (think about the Trinity Leeds!)
- 2005. Leeds. Live it. Love it. Marketing Campaign on air! (the official website doesn’t work now)
…and now? Is it still working? Which is the evaluation of the campaign?
And today which are the needs of the city?