Once in a while a job comes along which is a real bear to wrestle, designing the local council logo for the town I live in was one of those occasions. Bradford on Avon is a beautiful part of the country and I feel very lucky to live here, as well as proud of its history and attitude to the future. I was approached by the Council to create a mark which reflect/suggests this positivity, also with a nod to important landmarks of the past. Those who know the area will be aware of the town bridge (built early in the 14th century to replace the broad ford that gives the town its name) and its 17th century lock-up (and possibly a chapel before then). On top is a fish-shaped weather vane: the ‘Bradford Gudgeon’; prisoners were said to be “below the fish and over the water”. For many many years it has been an icon of the town and it would be foolish to ignore this when considering a logo. Often at the banks beside the bridge you’ll find the swans, their nests, and at certain times of the year their eggs, then all being well, their young. So I set about photographing, sketching, distilling elements, going through many changes, always aware of the weight of responsibility when designing some so close to home, until finally coming up with a simple, colourful image which I hope reflects the warmth and optimism of our town. Take a look at the site bradfordonavon.co.uk to find out more or, even better, come visit.

Used on all Council correspondence, buildings and town signage.