Brand Elements.

A focus has been created for the brand based on the ambitions for the region's prosperity and the values shared and recognised across Aberdeen City and Shire. 

These are:  Integrity, Industrious, Resourceful, Independent and Inventive

Natural Pioneers

This is a vivid expression of what the brand conveys about what Aberdeen City and Shire is like to visit, live and work in.

Why pioneers?

The region has a history of pioneering (from trading with the Nordic and Baltic regions for centuries to the development of the MRI scanner).  It has a 'can do' spirit.

Why natural?

Pioneering, 'can do' attitude, being enterprising and adventurous is part of the region's culture and history.  It is not a new ambition; it is inherent to the people of Aberdeen City and Shire.  Natural also reflects the rich natural heritage, landscapes and resources of the region.

The Brand Co-ordinates

The three brand co-ordinates, true, fertile and amplification act as mottos for the brand values and key messages.

True

This relates to the people and environment of Aberdeen City and Shire.  There is a strong sense of identity and independence - being true to yourself; the capacity to endure and reinvent, being open to new influences, but retaining your strength of character.

Fertile

This stems from the rich, fertile environments of Aberdeen City and Shire, both land and sea, natural and man-made.  These environments produce and provide for people and has moulded the particular personality of the people of Aberdeen City and Shire:  hardworking, resourceful and adaptable, with individual, intelligent, imaginative minds - a region of active thinkers and a powerful research base.

It reflects an economy that is always diversifying and integrating with the local resources.  It expresses a place that is growing, prospering, blossoming and dynamic.  It is a region where you can achieve and enjoy the rewards of what it has to offer.

Amplification

It reflects a history of applying ourselves to achieving success; and comes out of the region being outward looking, globally connected and making an impact on the world.  It reflects the region's application, spirit of industry and enterprise and its efficient use of resources to great effect.