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Chilworth Science Park, one of the UK's most successful
technology communities, has unveiled its new identity. It will
now be known as The University of Southampton Science Park - a
name that positions the park to attract science and technology
companies from all over the world.
This re-branding is part of an integrated campaign to raise
awareness of the Science Park at a local, national and
international level. The new name makes the Park's location
clear and also highlights its close relationship with the
University of Southampton - one of the top science and
technology-led universities in the UK.
Chief Executive, Dr Don Fox said, 'The majority of our tenants
come from less than 10 miles away. We believe that this is in
part due to The Park's current name. Chilworth is well-known
as a leafy suburb of Southampton but the name has very little
recognition across the rest of the South of England or
nationally. From abroad the name conveys nothing of location
or character. Our new name "The University of Southampton
Science Park” makes clear our location and highlights our
relationship with the university. However, this is rather a
long name for regular use so, for informal communications, the
short form "Southampton Science Park” will be
employed'.
Close links with the University
The park is owned by the University of Southampton, a centre
of technical excellence and scientific endeavor, with a
prestigious international reputation. This relationship
creates an opportunity for companies to collaborate closely
with the university, while being located only 3 miles away in
a superb parkland setting. The university offers many
opportunities to science park companies, such as: the
recruitment of graduates in high tech disciplines; the
opportunity to take consultancy services from university
staff; the proximity of university technical facilities, such
as wind tunnels and the availability of scientific and
technological discoveries which can become the basis for new
products and services.
A New Brand
Dr Fox added, 'The science park has also taken the opportunity
to update its branding without losing touch with its former
identity. The pallet of colours in the house style will remain
the same but the logo has been replaced. It uses a series of
crescents - their precise geometrical shape alluding to
science and technology - to create our initial letters "SSP”.
These letters also represent forest trees, reminding us of the
magnificent mature trees that are so much a part of the scene
on the science park'. The new brand identity was created by
south coast-based Outsourced Marketing Ltd.
Business Sense
The business case driving this change is the desire to become
more recognisable throughout the UK and internationally as
part of a campaign to widen the Science Park's appeal to
science-based companies. There will be particular emphasis on
creating awareness of Southampton Science Park with major
companies, many of them overseas, which already have a close
working relationship with leading research teams at the
University of Southampton.
'We believe that this change in name and house style will
allow us to make an even greater contribution to the local
economy by bringing more international brands to this
locality.' added Dr Fox.
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