Taming the dragon: rebranding Cardiff City Council

Successful branding has the power to turn a city into a place where people want to live, work and visit. A strong visual identity is vital if you are competing to attract tourists and businesses to the capital of Wales. When Jonathan Gabay, founder of Brand Forensics, was interviewed in The Guardian about how cities successfully build a name for themselves, he said: ‘Branding a city is not just about the logo but the intricate details – as small as the clean streets and as deep as getting a city’s residents to feel proud to be brand ambassadors. When citizens are proud, visitors are encouraged to find out what the fuss is all about and then to tell the world.’