Technical Toolkit for Designers
Our shared identity – like the brand of a company, product or service – communicates what this place, this National Park, stands for: its values and where it’s going in the future. The identity will also help highlight the assets of the National Park; the places within it, its attractions, its culture, its people and its stories. It does this by creating a brand story which is like a ‘bible’ of the character, characteristics, assets and priorities of a place. The identity and the story that underpins it are shared by the people, businesses and organisations which are at its heart and the story allows them to link what they are doing with the wider place. The South Downs National Park has businesses, communities and tourist attractions all communicating about the South Downs in different ways. The identity gives a common story that anyone can feel part of and adds value to what a business, community or organisation is trying to achieve. People – including visitors – like to identify with and belong to a place, even if only for a short time.