A NEW emblem showing the City of York as a historic yet vibrant place to visit was launched in the city today.

The fruits of more than 12 months of research were unveiled when York Tourism Bureau and the First Stop York Partnership revealed its new identity for the tourism industry.

After consulting focus groups across the country, chiefs at the two groups discovered that would-be visitors sometimes saw the city as dull and uninteresting.

They are hoping the logo, designed by Hull-based Sowden Watson Design, will mark the start of a campaign to wipe away these negative first impressions.

Representatives from 200 of the city's tourism businesses celebrated the launch this afternoon aboard a YorkBoat river cruiser.

The project cost £20,000, but Gillian Cruddas, chief executive of York Tourism Bureau, thinks the partnership is on to a winner.

She said: "The branding process allowed us to examine every aspect of our marketing activity.

"Some of the findings confirmed what we already knew - for example that York's history is its key strength.

"Other findings, however, surprised us. For example, people who haven't visited think that because the city is small there isn't very much to do. This couldn't be further from the truth!"

Kay Hyde, of the First Stop York Partnership, added: "This is not just about a logo. It's about a new way of encouraging tourist industries to work together."

Updated: 11:35 Monday, September 03, 2001