YORK tourism chiefs have found a new identity to capture the city's 2,000 years of history and its modern, forward-looking spirit.

York Tourism Bureau and the First Stop York tourism partnership are coming to the end of a 12-month research project to develop a new brand identity for the city's tourism industry.

Focus group research was undertaken in London, the Midlands and the North which suggested that potential visitors sometimes perceive York to be a dull, staid and uninteresting city.

The new York logo, which will be revealed next month, will "challenge such misconceptions by articulating and freshening up York's appeal". The new image for the city will assert that York is both vibrant and historic, highlighting and updating York's appeal as one of the country's leading visitor destinations.

London-based Hare Carding Communications Group, specialists in leisure, travel and tourism marketing, has come up with ideas which will reflect the York of the 21st Century as well as of the past two millennia.

Sowden Watson for Design, based in Hull, has taken on board this research to produce a new logo and strap-line which tourism businesses within the city will be invited to adopt in their promotional materials.

Gillian Cruddas, chief executive of York Tourism Bureau, said: "York attracts millions of visitors a year, but the leisure travel market is hugely competitive, and it's important that we are constantly looking for ways to present the city in fresh, appealing and imaginative ways.

"Coming up with a new tourism logo has been a challenging and difficult task and we are confident that the new logo will have widespread appeal." To date York Tourism Bureau has marketed York as "England's Best Historic City" due to the fact that the Roman, Viking, Medieval, Tudor, Georgian and Victorian legacies remain the main draws for visitors from throughout the UK, Europe and the world.

However, shopping and leisure are fast catching up as reasons for choosing York, and the First Stop York tourism partners, who represent all the facets of the city's tourism industry, have agreed the need to reflect this more effectively in the city's marketing drive.

Mrs Cruddas said: "York has changed significantly over the last two years alone. New additions such as the art-house City Screen cinema and a whole host of modern caf bars, plus a year-round programme of festivals such as February's Jorvik Viking Festival and the Festival of Food and Drink in September, are strengthening York's position by attracting people who may not normally consider a visit to a heritage city."

The official launch of the new brand will be held on York Boat on Monday, September 3, and up to 500 of the city's key tourism businesses will be invited to attend.

Updated: 13:29 Monday, August 13, 2001