EMANUEL LEGGO
City of Maths, Leeds 2026-27
Visual Identity, Brand Guidelines and Launch Strategy
MathsWorldUK asked us to create a strong logo and brand identity for their latest project ‘City of Maths’, a city-wide initiative commissioned by Purposeful Ventures, that will run throughout Leeds in 2026-27.
From exciting public events and unexpected pop-ups, to playful resources and inspiring school activities, ‘City of Maths’ will celebrate patterns, puzzles and play for all kinds of people and aims to change the way people think and feel about maths.
Brand and Identity Development
Our brief was to position the project as accessible, fun and joyful. Overlapping, golden ratio blocks of colour were used to create an attractive, dynamic and versatile logo that could be applied across multiple channels including print, digital and environmental.
The colour palette was developed from our MathsCity branding so that #cityofmaths was recognisably a MathsWorldUK project. This ensured that the trust and recognition built up over the last three years would be transferred to the new project. The blocks reference the city and the building of maths confidence.
Brand Guidelines
Our remit also included the creation of Brand Guidelines that could be used both internally and externally - outlining the core elements, colours and typography, logo design, spacing and placement, together with generic examples of application.
Launch Ideas
As City of Maths is a brand new initiative, a key challenge will be raising awareness and communicating opportunities to potential participants and partners.
We produced a comprehensive document with small, medium and large-scale proposals for the launch in Leeds.
Visual Identity
The visual identity was used by the client and their suppliers to theme all City of Maths touchpoints, providing a colourful and attractive branding to raise the project's profile.