Park Brand
The Cairngorms National Park is a special place with its own unique identity. The National Park brand stands for all that is good and positive about this place and we encourage businesses, organisations and communities who aspire to the values it portrays, to use it wherever practical and appropriate.
What is the Cairngorms brand?
The Cairngorms brand was developed in 2004 to provide a strong identity for the National Park. It represents quality and environmental sustainability and features prominently on entry point signage and visitor information. It is not the logo for the Cairngorms National Park Authority (CNPA), rather it represents the Cairngorms National Park as an area.
Who can use the Cairngorms brand?
The brand is available for use by businesses, organisations and communities working within the Cairngorms National Park. There is no charge to use it, but we do ask that you meet criteria relating to quality and environmental management. These criteria vary according to sector, and the document explains the criteria that have been set so far. If you're not sure which criteria apply to you, please just ask. So far over 240 businesses and organisations have successfully applied to use the Brand.
How do I apply?
Simply complete and return the application form for your sector, which is available from Laura Grant lauragrant@cairngorms.co.uk or tel: 01479 870500. Assuming you meet the criteria, you will then receive a Brand Welcome Pack which contains the design guidelines and electronic versions of the Brand Identity along with a variety of information and branded products if relevant to your sector, for example window stickers, towel agreement cards, panoramic poster of the National Park.
How can I use the brand?
In almost any way you like - people have used it on leaflets, websites, email, letterheads and posters. The only use that we can't authorise at this stage is for merchandising purposes. This means that the brand cannot appear directly on a product for sale, but it's fine to use it on product packaging. We do ask that you follow simple design guidelines.
Who decides what criteria are used?
The Brand Management Group comprises representatives from the Cairngorms National Park Authority Board and Staff, the Association of Cairngorms Communities and the Cairngorms Business Partnership. It meets quarterly to discuss and agree the development of the brand and consider unique or unusual requests that don't fit into the established criteria.
What do visitors think?
In the 2009-10 Visitor Survey almost half of visitors were able to describe the brand without visual or verbal prompting. Visibility is expected to increase further as the Cairngorms Business Partnership puts the Brand at the heart of a £150k three year marketing campaign from 2011.
Any Questions
Contact Heather Trench, Sustainable Tourism Officer, CNPA.
Email: jackiefarquhar@cairngorms.co.uk
Tel: 01479 870545
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