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New Brand to Connect Glasgow's Most Valued Services

21/06/2010

Culture and Sport Glasgow is being transformed into Glasgow Life.

Research carried out in early 2009, showed that very few people were aware of Culture and Sport Glasgow and the wide variety of services we provide. At the heart of the problem was a lack of consistency in the way we promoted ourselves - and not signposting the various services to people who came to use our facilities. One woman, interviewed in a library, was unaware that she could access our museums for free - or enjoy a free swim as a senior citizen.

The new brand will allow customers to become more aware of all of our services and make the connections about what we offer - and more importantly, why we can help them to get the most out of life. The new brand, Glasgow Life, was tested on more than 200 people as part of the process - this included not only stakeholders, but our most important assets; our staff and our customers.

The Glasgow Life brand is not just about new logos, uniforms and promotional material. All 3,000 of our staff are attending briefings regarding our core values - where the focus remains on the people who use our services, ensuring that what we offer is world-class.

The cost of overhauling the brand architecture and associated research and testing was £53,000. This was covered within the organisation's marketing budget. The new brand will be rolled-out from 21 June, with the launch of the Glasgow Life website. The new website will be a 'one-stop-shop' for everyone looking to access information, from what's on in your local community, to details of when Titian's Diana and Acteon will be on display in Kelvingrove. The website address from 21 June is www.glasgowlife.org.uk.

All new promotional material will carry the Glasgow Life logo, reducing the current 55 brand identities to the main Glasgow Life brand - and the front facing brands, such as Glasgow Sport, Glasgow Arts, Glasgow Museums, Glasgow Libraries etc. Any further costs will be met from existing marketing budgets.

Glasgow Life has a budget of more than £100 million p.a. and is a charity, charged with the delivery of the city's sport, leisure and cultural services. The portfolio takes in Kelvingrove and the Mitchell, the Concert Halls and community facilities. We stage major events and festivals, such as the World Pipe Band Championships and Celtic Connections, and support the arts through the management of grants to dozens of organisations throughout the city. Our network of Glasgow Club facilities is the biggest health club in Scotland, with more than 24,000 members enjoying access to more than 20 major centres. Area teams deliver youth work and educational opportunities which enhance life opportunities.

Last year, despite the economic turbulence, Glasgow Life facilities saw an increase in usage, with 14.5 million visits, compared to 13.5 million in the previous year.

Bailie Liz Cameron, the Chair of Glasgow Life, said: "More and more people are looking to use our services and facilities, as they look closer to home for sport, culture, education and leisure opportunities which are both high quality and value for money.

"The new brand will give the people of Glasgow the information they need to access more of our services. Already, our facilities enjoy the highest levels of satisfaction of any public services offered in the city. Glasgow Life will build on this, providing services which are all about improving the quality of life of people who live, work and play in this great city."

Simon Farrell, the managing director of design agency, Tayburn, said: "Developing the Glasgow Life brand has been one of the true highlights for all those within Tayburn working on the project over the past two years. We have been really pleased with the positive responses our strategic and creative solutions have received. Given the thoroughness of the approach, I'm convinced the new brand will result in more people getting more involved in all the great things Glasgow Life has to offer."

Notes: The Autumn 2009 Glasgow Household Survey showed that satisfaction for Glasgow Life services has increased substantially since the creation of Culture and Sport Glasgow in April 2007.

  • Sport and Leisure Centres (up from 82% to 92%)

  • Museums and Galleries (up from 93% to 97%)

  • Libraries (up from 91% to 97%)

  • Community Facilities (up from 67% to 94%)

As a charitable organisation, CSG has delivered savings of almost £20 million to Glasgow City Council since April 2007, a burden which would have fallen on local taxpayers. Sponsorship and fund-raising has exceeded the target set in the outline business case, again, reducing the overall burden to the taxpayer.

Branding exercises for London 2012 cost £500,000 and a rebrand of BP cost in excess of £4.6 million. Details can be found at http://www.logoguru.co.uk/blog/famous-uk-logos-prices

Some of the brand identities are included in the attached document.
Glasgow Life Logo
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