Date of Issue 6/6/08

Branding is something which we see about us in a commercial sense in many thousands of guises, all concerned with positioning of products in the public mind, increasing product reputation, customer loyalty and ultimately increased sales or product usage. This is achieved through product visibility, accessibility, value-for-money and by updating the offer as necessary to cater for changing consumer and societal needs.

As a local authority, South Dublin County Council is responsible for delivery of a wide and ever-increasing range of public services to the citizens whom we serve, in an innovative, effective and cost-efficient manner.

South Dublin County Council is now in operation for more than 14 years, and in that time has built a deserved reputation as a forward-looking organisation which drives progress through innovation and inter-agency working. Many National and European awards testify to our work in areas such as excellent customer service, access for persons with disabilities, innovative use of technology for public benefit and sustainable urban planning initiatives such as in the Tallaght Town Centre development and the Adamstown Strategic Development Zone which are a source of pride to our elected members, management and staff.

It is logical therefore at this stage in our development as an organisation, to look closely at our brand and our image and to develop them in order to use this as a catalyst to sustain further development and progress.

South Dublin County extends from the Dublin Mountains in the South, to the River Liffey in the North and includes Rathfarnham, Tallaght, Lucan and Clondalkin among other urban areas and rural villages.Deep river valleys divide the county into distinctive neighbourhoods and provide ready-made green belts uniting the Liffey Valley with the Dublin and Wicklow mountains.

The logo developed for South Dublin County Council is an abstract, stylised representation of the county's landscape and has been developed over the past six months with the expert advice and assistance of Zinc Design Consultants. It is inspired by the mountains, rivers and infrastructure located in the county and draws its inspiration from the heraldic shield of the county which was awarded to us on our coming into being in 1994.

The modern and dynamic treatmentreflects South Dublin County Council's management of the county's infrastructure, services and resources and its ongoing development of the county as a great place to work, live and visit. It provides a fresh and exciting platform from which to communicate our core messages in clear and persuasive ways.

The rolling-out of this new operational logo across the County in all its various manifestations such as on building signage, vehicle livery, stationary, websites, uniforms, publications etc. will be carried out on a phased and prioritised basis and in accordance with detailed design guidelines which have been developed with Zinc Design Consultants to ensure a consistent and logical implementation.

Date of Issue 6/6/08