Aberdeen is famed for its strong economic landscape and is often described as the 'Energy Capital of Europe’. Could Aberdeen be more than this, and become the next hot destination? Could it be a cradle for start-ups, the media, the arts? Could it be a touristic destination comparable to the Lake District? Could it start attracting and retaining the very best talent?

The goal of this project is providing Aberdeen City Council with a proof-of-concept brand identity capable of placing Aberdeen on a national and international scale as an exciting destination for business and leisure alike. At the core of the proposal is the fern species Athyrium distentifolium. Commonly known as Alpine lady-fern, this plant grows in adverse weather conditions on the Cairngorms mountains and has adapted to thrive during the early spring season, under layers of snow.

The tenaciousness and resilience of the Alpine lady-fern becomes in this proposal a symbol of Aberdeen’s entrepreneurial mindset: the city has grown from a small outpost to becoming the Energy Capital of Europe and a world centre for innovation. Reflecting the city’s long and successful history is paramount in the application of the new visual identity throughout stationery, promotional items and within the revamped City Council website.

Aberdeen City Council’s new brand identity can be used consistently, yet flexibly in advertising campaigns with the aim of promoting the city and the many discoveries to be made in the surrounding shire.

As the brand's core feature and symbol, the Alpine lady-fern can be deployed on a broad range of touch points throughout the city, such as bus stop signs, city limit signs and the council's vast fleet of vans. This will help both locals and visitors get accustomed to the new brand.