About
Brand Toolkit
Find out more about the new Dundee campaign and brand - such as who's behind it and how it will be used - below. If you would like to use the new brand, you can discover more and gain access to the Brand Toolkit by Registering for access.
Login
Register
Why a new brand?
Dundee has a strong heritage and a distinctive character but those who really know the city will tell you that there's a whole other chapter in its story, just waiting to be told. Over the past 20 years, Dundee has successfully narrated its tale as the ‘City of Discovery', a name sparked by the homecoming of the Dundee-built Royal Research Ship (RRS) Discovery - Captain Scott's Antarctic exploration vessel. The return of RRS Discovery in 1987 marked a pivotal point. It represented a time of change in the perception of Dundee from that of a decaying, post-industrial city into a modern cultural and economic centre.
Diverse, innovative and spirited, Dundee is now home to a cutting-edge life sciences research sector, a dynamic digital media industry and a vibrant arts and cultural scene. Whether it's the fantastic quality of life on offer, the innovation and excellence demonstrated by the science and technology sectors, or the city's thriving and eclectic music scene, there's still much more to discover about Dundee.
Dundee's new brand, based around the theme of ‘One City, Many Discoveries' and featuring a new ‘spark' logo, builds on an important heritage but also reflects modern Dundee's many facets and offers new opportunities to illuminate all that there is still to discover about the city.
The brand is a new platform from which Dundee can send a unified message to key audiences, to challenge perceptions about the city and to reinforce its distinctive character - not just within Scotland but worldwide.
Who's behind the campaign?
‘One City, Many Discoveries' and the new Dundee ‘spark' have been created with input from a range of individuals who are each connected to Dundee in some way, and who represent the city's many facets. They all share a strong sense of pride in the city and an ambition for a very bright future.
How will the new brand be used?
The ongoing campaign to raise Dundee's profile and stimulate regeneration of its economy will continue with the new brand at its heart. At the simplest level, the brand can be used visually at key events in Dundee or wherever in the world Dundee has a presence or message to communicate. The brand is also about opening up new opportunities and new platforms to promote the city to those people we're inviting here, be it to live, study, invest or visit. The campaign will develop over time but currently has a number of elements, including:
www.dundee.com
The new campaign website acts as an information portal about Dundee. You can find details of what's on in the city, visitor attractions and places to see as well as links to studying and doing business.Dundee Ambassadors
Discover the Dundee Ambassadors, inspirational individuals who represent the city's many faces - from arts to gaming to life sciences - and read about their personal thoughts and discoveries on the city.Dundee & Me
Dundee & Me is an opportunity for the people of Dundee to get involved and show the world what's happening in the city either by creating a Dundee profile on www.dundee.com or by sharing their story. A selection of the stories and discoveries submitted will be published on www.dundee.com and incorporated within a new guide to the city. The story best judged to represent Dundee's spirit will be made into a short film.