Cardiff has a new look - and dragons aren't welcome

The IPKat was mildly bemused to read on the BBC website that Cardiff has spent £45,000 on a new logo to promote the city. The logo is made up of the name Cardiff in English and Welsh and eight coloured disks. According to the Cardiff tourist website

‘The radical redesign is a visual representation of the city and everything that it stands for. Gone are the stereotypes of daffodils and dragons. The brand takes inspiration from the palette of colours that represent the Capital City – from the greens of its parks to the blues of its waterfront.’

Less kind visitors to the BBC’s website have pointed out the similarity between the new logo and the contents of a tube of Smarties.

The IPKat who, like all good intellectual property lawyers, has a soft spot for South Wales wonders if it’s really a good idea to dissociate Cardiff from its heritage. If it is, then he wonders if it’s wise to replace the Cardiff ‘brand’ with an image that is so abstract that one needs slightly dodgy marketing bumph to understand it.