£920m project's branding receives a mixed reception from the marketing experts
THERE was a mixed reaction among the city's marketing experts to the new Liverpool One branding.
Richard Kenyon, director of communications consultancy Kenyon Fraser, said: "It is certainly a bold visual statement and it will be easily recognisable.
"However, I personally don't like the use of the large red number one - it is too similar to a red cross or an L learner plate.
"As for the name, I am not convinced this will work.
"But as with any new brand the real test will be in its implementation, and how well it is used as a marketing tool."
Dougal Paver of Paver Downes said: "I can see why local people seem a little underwhelmed by the notion of 'Liverpool One', but we have to remember that for Grosvenor's purposes their core audience lies outside the city.
"For them the phrase reinforces the perception that Liverpool is improving and that the city is a place to aspire to as a forthcoming Capital of Culture."
Tim Crutchley of Finch in Liverpool said the logo was "spot on for the city".
Chris Rowell, senior designer for Alphabet designs, said: "Our initial reaction was that the name was acceptable but hardly original.
"The design of the logo is even less inspirational and anything but an exciting new logo for this Capital of Culture. In a word - dull!"
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