The brief was to rebrand the Visit Leicester website which included the logo and user experience design for the website, both desktop and mobile. I wanted to reflect the activity in the city and its culture to appeal to a younger audience as Leicester is often described as ‘a city on the up’.
The logo I created represents the city being open and has taken inspiration from the location of the city in the UK, the center. The arrow pattern used throughout the branding symbolises direction, travel and constant activity in Leicester. The bold colours were chosen to represent a fun, multicultural city with a lot to offer and appeal to a young audience.
The Visit Leicester logo would be used for branding throughout the city and would be used on the website, social media, signage around the city and other printed collateral to represent Leicester. Each area of the Visit Leicester website will have its own colour, making sections easier to identify and quicker for the target audience to use. The five sections are: Things To Do, Food & Drink, Travel, Shopping and Stay. The logo for each area would only be used in either grey and dark grey depending on the background and legibility.