VisitBath, the destination marketing body, today unveiled its new branding as it seeks to position itself as the ‘go-to’ organisation representing the city.
It said the new logo, pictured below, designed by Sue Bush of Bath design agency Touchpoint, captured the essence of what the UNESCO World Heritage City of Bath is about – “iconic historic architecture, a distinctive, independent-minded place and a charming, unique and glamorous destination; classical but with a contemporary twist”. 
It has been developed so that it can be read in multiple ways, said VisitBath. The circles represent the city’s thermal waters bubbling up in ever-decreasing circles in the Roman Baths and also its iconic crescents and distinctive Circus. The colour and design also reflect the rolling hills surrounding the city.
The typeface design is based on the letterforms of Roman square capitals at the base of Trajan’s Column in Rome. The typeface, Trajan Pro, takes its name from the inscription, while the supporting typeface balances this with a contemporary feel.
The strapline ‘A World Heritage Spa City’ further emphasises the city’s unique selling points – its UNESCO status and its thermal spa offering.
VisitBath chief executive David James said: “We wanted to redefine and strengthen the city’s competitive identity and ensure that VisitBath has a strong, consistent brand and is instantly recognisable to our members, partners, visitors and the local community.
“We need to lead by example and this kind of branding work is critical to the way people not only perceive the organisation but also the city itself – our primary aim is to be front of mind and the first port of call when visitors are researching and booking their trip to Bath.” 
The new branding, which replaces one used since 2009, pictured right, will be rolled out across all VisitBath material such as its arrival guide and brochures for the Great Bath Feast and Bath Christmas Market as well as a new website to go live next March.
VisitBath works with the public and private sectors to co-ordinate the marketing of the city and surrounding area to leisure and business travellers. It also handles PR activity to attract the nation’s top travel writers and runs the city’s conference office and tourist information centre in the Abbey Churchyard as well as the city’s official destination website www.visitbath.co.uk
