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Watch: Exclusive preview of new #Leeds2023 branding for city’s European Capital of Culture bid

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Here’s an exclusive preview of the all-singing, all-dancing branding which – it is hoped – will help Leeds’s imminent bid for the European Capital of Culture come to life.

The distinctive animated typography – which will form the foundation of all future marketing and merchandising for #Leed2023 – has been designed by an expert team which includes people who helped put together the logos for the Rio Olympics.

The team is being headed up by Lee Goater, a branding specialist who was born and grew up in Leeds.

He explained the fun branding is deliberately designed to intrigue, but at the same time to “feel familiar” and help Leeds people explore their own emotional connections to the city.

Lee, 40, a former Leeds College of Art student, said: “This is the first time we have put anything out there visually for the brand. “It’s a big moment.”

Later today, more than 50 arts, culture and education organisations will show their support for the Leeds bid to become European Capital of Culture 2023 by officially launching and adopting the new Leeds 2023 branding.

Mr Goater said the move is being seen as the city’s official statement of intent to the city – and to the world.

Explaining the thinking behind the animated logo, Mr Goater said it pays both direct and indirect homage to the city and its vast cultural landscape – and people may…

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