“Different groups of people liked different things,” Turner says. “Councillors liked a different concept to staff, who liked a different one to residents. Other than taking the map shape, we had to start from scratch.”
As the research was primarily quantitative rather than qualitative, due to time constraints, Turner says they knew what people thought but not “why they thought it”. The organisation was faced with capturing the essence of three existing places, while staying relevant to them all.
To try to solve this, the council team looked for common features of the four concepts, which included creating something “striking” with a “sense of place” and “longevity”, along with a recognition of there being three towns.
The resulting logo features the shape of the area’s coast made up of dots, aiming to create a “digital feel” which Turner says represents the area’s creative sector, with three larger dots reflecting the three towns.
“It has 113 dots representing 76 councillors, 33 wards, three towns and one council,” Turner adds.
Reactions to the logo were mixed, with residents finding the name their biggest problem, Turner says. ’Bournemouth, Christchurch, Poole is a real mouthful,” she says. “A decision was made early on that we would be BCP and there was a bit of local backlash as to how you bring a sense of life or place to three letters.”
People are at the core
In terms of how to brand a place effectively, many agree it is important to involve the people it represents from the start, such as the community and various stakeholders.
For Tym, working on the Newington Estate project began with speaking to residents about their neighbourhood and why they “felt forgotten as an area”, and about positives of where they live, which includes a “very strong sense of community”.