case study

giving something back
for Sheffield City Trust

Sheffield City Trust logo on colourful background

Since opening in 1988, Sheffield International Venues, or SIV, have become part of city life – places for people to go to for entertainment, wellbeing and sport. From the grandeur of the City Hall to the state-of-the-art facilities at Ponds Forge, these venues have inspired and improved the health of Sheffield communities for over 30 years.

As a health & wellbeing charity, SIV approached Vivid with the aim of developing their brand. After research, we created a new name and identity which addressed a lack of connection: Sheffield City Trust.


venue identities


annual visitors


followers on social media

a stronger


After SIV approached us to talk about branding, we began by exploring the value of their status, to separate them from the competition in the leisure and wellbeing market.

Research revealed a lack of connection between the venues, the charity running them and the people they served.

Our response was to propose a renaming as part of the re-brand. Sheffield City Trust gave some ownership of these landmark venues back to the city. It helped to create the connection our research had identified as weak.

Sheffield City Trust 'Power' advert on a billboard

From diversity

The new name and brand is a platform for building confidence, pride and trust. The story behind the new logo is simple – it’s Sheffield.

The shape of the city was simplified to house seven multi-coloured gradients to represent the seven hills of Sheffield, and to reflect the diversity of venues and services offered and the communities it serves. There’s both weight and fluidity in the design – it’s as dynamic and adaptable as the places highlighted.


Venue signage
 & graphics created

staying true to the

Brand experience

We applied branding and application throughout the project, with the creation of the Sheffield City Trust brand identity with multi venue logos, a Sheffield City Trust Live logo (a commercial events company for venues such as Sheffield City Hall and Sheffield Arena) as well as complete brand guidelines.


Venue identities


Venue visitors 


Followers on 
social media

Staff and customers alike have highlighted their love for the logo, with the design reflecting the vibrancy and breadth of our organisation, increasing awareness of our charitable status and bringing all colleagues together into one combined organisation.

Steve Brailey

CEO, Sheffield City Trust Group