The Edinburgh City Region Vision is that by 2015 we will:
- lead the most successful and sustainable City Region in Northern Europe
- consistently deliver the highest quality of City life in the UK, competing with the best in the world
- increasingly attract and retain, to the Edinburgh City Region and Scotland, the people needed to drive our talent and knowledge economy
- be a tolerant, connected and safe City in which everyone has full access to the best opportunities for work and education
In order to achieve this vision, a need was identified for an effective and consistent brand identity that encapsulates the positive impressions people already have of the Edinburgh City Region, and expresses more about what else the area has to offer.