How-do, however, has an exclusive inkling as to what the uninvited are likely to be missing out on.

The new logo has been shrouded in mystery, with the few privy to a preview being sworn to secrecy.

One disgruntled insider, though, told How-Do: “Predictably the logo depicts a Liverpool city skyline viewed from the waterfront.”

They continued: “There was going to be an accompanying strap-line reading: ‘Alive with Imagination’, but this has been dropped due to a pretty poor reception from everyone unfortunate enough to have seen it.”

The process of developing the city’s post-Capital of Culture positioning – a task spearheaded by Liverpool Vision - has seemingly been convoluted in its execution.

Iconic enough for 'a brand'?

This apparently resulted in vociferous protest from a large number of advertising and design companies – including a somewhat substantial, if unrealistic, Manchester contingent – leading to a reconsideration by Liverpool Vision and the announcement of a competitive pitch for the second stage of the process.
 
This second stage saw three agencies invited to tender for the roll-out of the brand guidelines for the use of a logo already designed by Finch. The three agencies were also invited to pitch alongside PR partners for the ultimate launch of the project.
 
The final all-Liverpool list saw Finch pitching alongside Paver Smith on the PR front. They were competing against Clarity Communications and McEntegart Marketing, the PR agency launched by Geraldine McEntegart, formerly the marketing chief of the Merseyside Special Investment Fund (MSIF).
 
The list was completed by the inclusion of the ultimate winners - Uniform Communications, with October Communications filling the PR role.

The Cultured approach

Today’s launch is expected to see a number of brand advocates confessing their on-going support for the former European Capital of Culture. Chosen Liverpool lovers are said to include Abi Harding of the Zutons and James Barton, chief executive of Cream.

One former advocate said to be missing from today’s line-up is Phil Redmond, the self-appointed 'Mr Liverpool'.

Redmond is believed to have ‘taken his bat and ball home’ following disagreements over the future direction of the Liverpool brand. Redmond was said to favour greater continuity with the city’s 2008 cultural positioning.

The total budget for the branding is believed to be in the region of £100,000, some £50,000 lower than initial estimates.

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Comments (7)

5  By Aaron Bimpson , on 02-04-2009 16:52 Even as a director of another design firm in the city, I don't feel any professional reservation in saying that this branding is poor, uninspiring and old-hat under any standards. Uniform are a very talented agency however, so I can only conclude it's an unfortunate design by commitee situation? Report