Creative marketing agency Mr B & Friends ( reveals the new identity for the The Cheltenham Trust this week. The agency has created brand guidelines and a simple online presence ( to go with the identity which will also be applied to all social media channels and literature.

The Cheltenham Trust is responsible for the management and operation of some of Cheltenham’s iconic cultural venues: Cheltenham Town Hall, The Wilson Art Gallery & Museum and the Pittville Pump Room, as well as running Leisure at Cheltenham, the Prince of Wales Stadium, tourism and the Tourist Information Centre.

As such, it plays a major role in developing Cheltenham’s recreational offer through culture, heritage, sport, play and performance and builds on Cheltenham’s brand of a town where people are inspired to experience and take part in both leisure and cultural activities.

The Cheltenham Trust’s core identity is based on a series of doors opening against brightly coloured backgrounds, featuring images which link the different venues. Ink bursts, water splashes, theatre lights and painted surfaces all show the variety and energy of the Spa Town

Creative Director of Mr B & Friends, Steve Richardson, comments: “The Cheltenham Trust’s identity is based on a series of different doorways. All venues have doors. But not all doors are as exciting as these. With this identity we have created a doorway that encourages exploration of what the trust has to offer for both locals and tourists, welcoming people to experience the vast array of cultural events, heritage opportunities, performance, dynamic sports and play opportunities and well-being that Cheltenham has to offer.”

Steve continues: “Essentially what we have created for The Cheltenham Trust is a multi-faceted identity system with a series of 'reveal' identities which allows the Trust to tailor each presence according to the venue, subject or communications medium, keeping the brand fresh and relevant at all times. This identity never stands still. It’s a living, breathing thing which can build and develop as more venues or events come on board.”

Julie Finch, CEO of the Cheltenham Trust, adds: “It has been a pleasure to work with Mr B & Friends. They have worked hard to draw out what defines our brand and what the new trust is all about. We are here to enrich people’s lives, our identity will literally open doors to ensuring that more people, more of the time, engage with the Cheltenham Trust.”

Published on: 12:52PM on 28th January 2015