Every four years, the UK designates a City of Culture, spotlighting the vibrant creativity and heritage of a chosen city. The city’s cultural festivities are a testament to its rich heritage and the creative pulse that beats at its core. In 2025, the spotlight turns to Bradford, as it prepares to be named ‘the Bradford City of Culture 2025’. In light of this, the city has unveiled a visual identity that is as unique and dynamic as its people. Let’s delve into their unique approach to cultural branding that captures Bradford’s essence and unites its diverse communities through their latest visual identity.
From Postcodes to Heartbeats
The visual identity for the UK City of Culture in 2025, crafted by the Leeds-based creative studio, Rabbithole, moves beyond the standard ‘shape and color branding’ that is typically seen in such campaigns. They aimed to create a brand for Bradford that would reflect the city’s unique spirit and authenticity and be something that Bradfordians could truly identify with.
During the research phase, the team at Rabbithole found themselves enamored with Bradford’s rich heritage and the warmth, honesty, and sharp humor of its people. As Mark Martin, strategy director at Rabbithole, explained, “Bradfordians have developed a do-it-yourself attitude, with most of the cultural endeavors [being] community-led. We were inspired by the warmth, unfiltered honesty, idiosyncratic character, and sharp humor of Bradfordians – which we wanted to channel in the identity.”
A Heartfelt Logo with Local Love
At the heart of Bradford’s new visual identity is a logo that pays tribute to the use of postcodes to distinguish various neighborhoods within the city. The logo is designed from the letters ‘B’ and ‘d’, which intersect at a 45-degree angle to form a heart shape. It is a poignant symbol of the city’s contrasts, from its rural landscapes to its bustling urban centers, and from its UNESCO heritage sites to its thriving digital creative community.
A Palette Rooted in Bradford’s Essence
Bradford’s identity is reflected through a carefully selected color palette that represents its landscapes, architecture, and spirit. For this, Rabbithole developed a refined, three-tone color palette that captures the essence of Bradford. The city’s unique and contrasting qualities are celebrated through the combination of gold, green, and baby pink hues. The golden tone pays tribute to the iconic sunlit sandstone architecture, while the rich green evokes the rural landscapes and domed mosques. The inclusion of playful baby pink, which represents Bradford’s quirky humor and peculiarity, ties the palette together in an unexpected yet quintessentially Bradfordian way. More than just a visual aesthetic, these colors embody the rural beauty, urban vibrancy, and playful character of the city and its people.
Embracing Local Narratives and Ownership
Beyond the core visual elements, the Bradford City of Culture branding incorporates collage, portrait photography, and typographic expressions that showcase the diverse characters and narratives that make the city so vibrant. Unifying these elements is the ‘Bradford glow’ – a framing device designed to be appropriated and applied by Bradfordians themselves, from billboards to DIY posters and beyond.
The creative director of Rabbithole, Tim Dee, explains that their goal is to have the people of Bradford take ownership of the brand and use it in their unique ways. The district has a diverse range of place identities, which can pose a challenge. Therefore, the brand identity design was created to bring the district together under the banner of “one Bradford”.
Final Thoughts
With its unconventional approach and deep-rooted connection to the local community, Bradford’s City of Culture branding promises to be a celebration of the city’s unique identity, inviting both residents and visitors to experience the warmth, creativity, and resilience that make Bradford so exceptional. As Bradford gears up for its City of Culture designation in 2025, Rabbithole’s innovative visual identity serves as a beacon of unity and pride for the city. With its inclusive design elements and adaptable branding, the identity invites Bradfordians to embrace and celebrate their cultural heritage in their own unique ways.
