Issue - meetings

(1)       The proposed West Midlands Brand Framework (identity system), which was based on a ‘family of brands’ with common features - for example, the hexagon shape - to deliver a unified brand identity for the region be approved.

(2)       A robust programme of market testing and equality impact assessments be agreed to be undertaken as part of the final propositions.

(3)       The approach that each corporate entity - West Midlands Combined Authority, West Midlands Growth Company, Transport for West Midlands and the Mayor’s Office - develop and finalise individual organisational brands against the principles of the above framework be approved.

(4)       The further consumer testing and consultation work to be undertaken by Transport for West Midlands on the non-rail elements of the transport family be supported.

(5)       It be agreed that the West Midlands Growth Company work with Local Enterprise Partnerships to finalise brand assets to enable profile at a sub-regional level.

(6)       The adoption of the 'Make Your Mark' ident as a key component in providing alignment and demonstrating regional unity, both within the identity framework and beyond via associated partners organisations, be agreed.

(7)       The establishment of a Regional Identity & Branding Steering Group, composed of the Mayor (or his nominee), the Chair of the Strategic Economic Plan Board, the Chief Executive of the West Midlands Combined Authority (or her nominee), the Managing Director of Transport for West Midlands and the Chief Executive of the West Midlands Growth Company, to oversee consistency of brand treatment and the effective implementation across ‘the family’, be agreed.

The board considered a report outlining a new regional brand identity framework. It also received a presentation from Roger Pride from Heavenly on the process that was undertaken to identify a brand ‘family’ proposition.

The benefits of establishing a brand framework included bringing a clear alignment to the different strands of activity of the combined authority, enabling the promotion of the region and sub-region in a joined-up approach. It was proposed that each organisation within the ‘family’ would take full responsibility for its own branding implementation, although it was expected that full brand alignment would be delivered within a 24-month period.

Councillor Ian Ward indicated that Birmingham City Council was starting to look at its brand and image, and the opportunities provided to promote the city and the region to the world if the bid to host the Commonwealth Games in 2022 was successful were considerable and should be fully exploited. He suggested that the new regional brand framework would help with this.

Councillor Chris Saint requested that Non-Constituent authorities be included in the development of the branding work. Martin Reeves, Chief Executive of Coventry City Council, explained that all of the Local Enterprise Partnerships had been involved in the development work undertaken to date, and this engagement would now be expanded to specifically include Non-Constituent authorities going forward.

Resolved:

(1)       The proposed West Midlands Brand Framework (identity system), which was based on a ‘family of brands’ with common features - for example, the hexagon shape - to deliver a unified brand identity for the region be approved.

(2)       A robust programme of market testing and equality impact assessments be agreed to be undertaken as part of the final propositions.

(3)       The approach that each corporate entity - West Midlands Combined Authority, West Midlands Growth Company, Transport for West Midlands and the Mayor’s Office - develop and finalise individual organisational brands against the principles of the above framework be approved.

(4)       The further consumer testing and consultation work to be undertaken by Transport for West Midlands on the non-rail elements of the transport family be supported.

(5)       It be agreed that the West Midlands Growth Company work with Local Enterprise Partnerships to finalise brand assets to enable profile at a sub-regional level.

(6)       The adoption of the 'Make Your Mark' ident as a key component in providing alignment and demonstrating regional unity, both within the identity framework and beyond via associated partners organisations, be agreed.

(7)       The establishment of a Regional Identity & Branding Steering Group, composed of the Mayor (or his nominee), the Chair of the Strategic Economic Plan Board, the Chief Executive of the West Midlands Combined Authority (or her nominee), the Managing Director of Transport for West Midlands and the Chief Executive of the West Midlands Growth Company, to oversee consistency of brand treatment and the effective implementation across ‘the family’, be agreed.