The re-brand of the Yorkshire tourist board produced by Elmwood design is a wonderful example of modernisation. The re-brand was necessary to make Yorkshire a desirable places for many audiences not just people interested in the traditional countryside aspect of Yorkshire. This is truly the identity Yorkshire deserves.
The campaign uses the Y to answer WHY Yorkshire is the place to be. "Discover Y" works on two levels the question (whY) and the answer (Yorkshire). A very clever and complete concept. Local newspaper Yorkshire post used the headline "Yorkshire tourism ready to show the world Y" which was a beautiful way of forwarding Elmwood's concept for the brand.
Before and after logo designs for the Yorkshire tourism department.