Hunt is on for a name for Preston's new Youth Zone
What's in a name? Plenty, apparently - especially when it comes to appealing to young people.
Branding expert Rachel Simpson talks to local democracy reporter Paul Faulkner.
Branding expert Rachel Simpson talks to local democracy reporter Paul Faulkner.
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00:00 [MUSIC]
00:24 Rachel, there are two logos for
00:26 future users of the Youth Zone to choose from, aren't there?
00:29 Whichever one is picked,
00:30 how do you see them being
00:31 incorporated into the branding for the building?
00:35 >> Branding is more than a logo.
00:37 It's how we're going to put it
00:39 inside the building as well as outside.
00:42 The first one in terms of vault is very much about the shapes.
00:45 It can be used for the furniture,
00:48 it can be used around the building in terms of the signage.
00:52 The second one is space where it's
00:56 open up into the different spaces.
01:00 Again, it's not just a logo that's going to be slapped on the building,
01:04 it will be incorporated throughout the signage and the rooms and stuff.
01:10 >> That almost sounds quite corporate, doesn't it?
01:13 Like something that a big company might be
01:15 concerned with doing if they were launching
01:17 a new product or something like that.
01:18 How important is it that there is something visually
01:21 representative for the young people who
01:23 will be using the U-zone to identify with?
01:26 >> Yeah, definitely important.
01:28 One thing that came out of the workshops was
01:31 they wanted something where they felt that they belonged.
01:33 Bringing the brand out into
01:35 the actual building itself is really,
01:37 really important so that they can see,
01:39 they get the right feeling,
01:41 they get the vibe of the place.
01:43 What kept coming out of it, they wanted something quite urban, quite cool.
01:46 It's making sure that everything that we do from the leaflets to
01:50 the inside of the buildings is reflected in the brand.
01:54 >> Brand identity, it's even important for
01:56 something like a youth facility like this.
01:58 >> Absolutely, yeah.
02:00 More than anything because it gets the kids excited,
02:03 it tells the kids what's going on,
02:06 it's the tone of voice, the colors,
02:08 it gets them involved in it.
02:11 >> If you got it wrong, you could actually pull people off.
02:14 [LAUGHTER]
02:17 >> Yeah, I suppose.
02:20 Yeah, you could.
02:21 That's the process that we've done where we've got kids involved,
02:24 make sure that they are happy with it.
02:26 We got them involved in naming it as well.
02:28 They helped us come up with the names themselves.
02:31 One is very much about a safe space, the vault,
02:33 and the other one is basics,
02:35 like that starting point.
02:36 They were involved right from the beginning of
02:39 that whole process of coming up with a name,
02:41 thinking of the way that it's going to be applied to the building.
02:45 >> I've actually read some of the explanations that
02:48 the young people who were consulted
02:49 have given for the two names that they've chosen.
02:52 They're really quite deep, aren't they?
02:54 You can tell that they've given it a lot of thought.
02:57 >> Yeah. It's like it means something to them as well.
03:01 It's all come out from what they've been talking about.
03:05 >> I wouldn't expect you to reveal it,
03:07 but have you got a personal preference
03:09 that you would like to see chosen?
03:10 >> No, I like them both.
03:12 I don't think we would have put just one that we didn't like forward.
03:18 No, either of them I think will be really good and both mean something.
03:23 >> Now it's over to the young people at Preston.
03:26 >> Definitely. Yeah, it's exciting.
03:27 Let's see what they choose.
03:29 >> Rachel, thanks very much indeed for talking to us.