Edinburgh Inspiring Capital Brand
values
Research undertaken by Interbrand (during the
development of Edinburgh Inspiring Capital) established a set of
values that are distinctively Edinburgh, which reflect past
strengths and future ambitions.
Our values are a guide and while they apply to
everything we do, it's not always relevant to apply each of them
equally.
The Edinburgh Inspiring Capital team
encourages Brand adopters to review the Brand values and use
them to challenge behaviour and shape city
region promotion messages. The values are an important
part of delivering an Edinburgh experience.
The values are:
- 'Inventive visionary' - Edinburgh City Region
excels in the arts, science, business and education
- 'Rich diversity'- Edinburgh City
Region has a vibrant and cosmopolitan culture with a great mix
of people and skills - all within a setting of inspiring
architecture and natural beauty
- 'Striving for excellence’- Edinburgh City
Region and Scotland share this work ethic, which drives the city's
past successes and future ambitions
- 'Sincere warmth' - The people of
Edinburgh City Region extend a helpful, genuine welcome to all
- 'Understated elegance' - Edinburgh City
Region is not boastful or arrogant about its achievements, but
quietly confident in everything it does.
