Burton Upon Trent - Brand Toolkit by East Staffordshire Borough Council

BRAND WITH PURPOSE

Burton upon Trent where heritage meets innovation, where community thrives, and where businesses, students, and visitors find opportunity. Our brand reflects this identity. Always moving forward, always flowing upon something greater.

Burton upon Trent isn’t just a place on the map; it’s a mindset and a movement.

This toolkit is designed to be flexible and collaborative whether you’re a local business, community partner, resident or investor, it’s here to help you bring the spirit of Burton upon Trent to life.

Burton upon Trent beautifully layers its rich history with a vibrant future. Brewed in heritage and alive with community spirit.

Generations of craft brewers put us on the map as the Brewing Capital of the World. It’s here the phrase Burtonisation the process of replicating the distinctive chemistry of our water remains true; imitated but never matched.

There really is something in the water here The River Trent our namesake continues to shape our identity, rhythmically flowing through, not as a backdrop, but as a vital thread connecting open green spaces, families, and stories. The National Forest and the Washlands offer a tranquil surprise in the heart of our high street, where swans glide under a medieval bridge and nature is as present as bricks and mortar.

This is a community rooted in warmth and resilience. Whether you’ve been here for generations or have just arrived, you’ll find a place to connect and belong.

We celebrate a heritage of hard work and ingenuity from brewing to manufacturing to the home of Marmite. We’re proud of the industry we’ve built and continue to nurture. From global Brands to independent makers, Burton upon Trent is a place to invest, to build, and to grow.

Learning is at our core. Shaped by real-world skills and forward-thinking practice, it’s about preparation skills for life, for work, for what’s next.

It’s one of many ways this town continues to punch above its weight.

Set within our stunning countryside, St George’s Park brings pride and prowess to every pitch as the home of all 23 of England’s national football teams.

Meanwhile, Hoar Cross Hall offers world class wellness surrounded by acres of countryside calm. Here, ambition and tranquillity go hand in hand.

With heritage as our foundation, community at our heart and creativity as our compass, we celebrate that we’re always looking ahead, whilst honouring our past.

Burton upon Trent. A story still being written. And everyone’s invited...

ALL ABOUT ESSENCE

Many of our internal rallying cries use the Power of Three for impact. You’ll see this in short, memorable phrases that encapsulate who we are.

Highlighting that our people’s pride in Burton leads to the town’s progress. We integrate these three-word mantras naturally into copy and visuals, reinforcing our identity in a way that’s easy to remember and feels authentic.

This continues throughout our brand pillars, values and messaging all embodied in the core message of Burton upon Trent is always moving upon something greater

PILLARS, VALUES, THEMES.

Our brand pillars are the key themes that support Burton’s story and essence. They serve as guiding lights for everything we communicate and build.

Each pillar is a promise we make, and together they form the foundation of our brand.

1 Welcome. Belong. Proud.

Burton Upon Trent is shaped by stories. It’s a place where you feel at home, whether you’ve been here a lifetime or a lunchtime. Our roots run deep, and so do our relationships. It’s a place where neighbours know each other’s names, and stories are shared across generations. This is a town that embraces old friends and new faces with open arms.

In Burton, community isn’t just a word – it’s a way of being. From the local shopkeeper who asks about your family to the neighbour who keeps an eye out when you’re away, there’s genuine care that flows naturally from people who’ve chosen to invest their lives in this place and in each other.

Offering more than you expect and just enough of what you didn’t know you needed. From the trails of the National Forest to buzzing food spots and independent shops, there’s something to stumble across and fall in love with. This is a place made for curious souls and weekend wanderers.

Burton’s cultural landscape balances organic growth with strategic development. We listen to what people want and create what the community needs, while nurturing the authentic experiences that emerge from our community’s creativity and passion. Whether it’s investing in the infrastructure that helps a musician find their sound at a local venue, an artist discovering inspiration by the Washlands, or a food entrepreneur opening a café that becomes the neighbourhood’s heartbeat, we provide the foundation for culture to flourish authentically.

Burton upon Trent is always on the move, but never leaves anyone behind. Built on connections, it’s a town that links heritage with innovation, local pride with industrial impact, and a place where global giants stand shoulder to shoulder with growing independents.

Historic export routes have become a future facing strategic connectivity of a place flowing forward with purpose.

Burton’s industrial DNA runs deeper than manufacturing—it’s about creating pathways for prosperity that benefit everyone. We champion enterprise that strengthens our community fabric, supporting local suppliers in global supply chains and ensuring transport improvements serve residents as well as logistics. Our strategic location is a responsibility to be the bridge that connects opportunity with community, so that as Burton grows economically, it grows together.

KEY THEMES

• Welcoming you like a long-lost friend.

• Strong community spirit—where people stay, leave, and return.

• A place where memories are made, and stories continue to grow.

• Local businesses that know their community, not just their customers.

KEY THEMES

• A rich mix of experiences, from heritage to modern leisure.

• A place that celebrates local flavors, independent businesses, and homegrown talent.

• Something for every generation. From sports to shopping to cultural festivals.

• Supporting homegrown culture over imported entertainment.

KEY THEMES

• A place that is upon something greater and always flowing forward.

• Strong external links—a base for exploring the wider region.

• Internal connectivity—ensuring all communities feel part of Burton’s future.

• Building Burton as a hub that serves the region while serving its own people first.

A Place of Learning and Innovation

Learning is at our core. Shaped by real world skills and forward-thinking practice, it’s about preparation, skills for life, work, for whatever comes next. There’s a real buzz here; inspiring teachers, engaged learners, fantastic state of the art facilities and career-boosting links with leading businesses. Our innovative past continues flowing forward into sustainable action—from rewilded waterways to restored heritage buildings, we’re growing a greener future rooted in local pride. This is a town where history fuels progress, and the next chapter is written with care.

Burton’s approach to learning goes beyond classrooms—it’s woven into how we solve problems and seize opportunities as a community. We connect generations of knowledge, pairing experienced craftspeople with eager apprentices, linking established businesses with fresh graduates. Our learning ecosystem creates pathways between education, enterprise, and environmental stewardship, making Burton a place where people gain the confidence to shape their future.

KEY THEMES

• Honouring the past while looking ahead to new possibilities.

• Sustainability as a guiding principle. Protecting natural and historic assets.

• Learning that connects classroom knowledge with real-world expertise.

• Innovation that flows outward from Burton’s strengths to benefit the wider world.

HOW WE SPEAK

Burton upon Trent’s brand voice is as warm and grounded as its people.

It’s confident but never boastful, proud but never pompous. It reflects our heritage, our humour, and our sense of place, while always looking forward.

more than words. It’s about feeling familiar, human, AND Recognisable. No matter the platform or audience. Our voice is…

Confident, Warm, Welcoming Punchy, Never Exaggerated Inclusive,

Community-led

Writing Style Tips

Be conversational, not corporate.

Use everyday language.

Start strong. End stronger.

Keep it short, sharp and purposeful. No waffle.

Use rhythm and repetition to build flow and emphasis.

When in doubt, ask: Would a real person say this out loud?

CRAFTING OUR COPY

Here are a few examples to illustrate how to craft brand and campaign headlines, using our power of three - three word rule.

How would you summarise your business purpose and goals using just three words?

BRAND CAMPAIGN

OUR MESSAGING EXAMPLES

GENERIC MESSAGE

“Burton upon Trent has a rich history and nice people.”

Burton upon Trent Voice

“In Burton upon Trent, every street and every person has a story. Our rich history lives in our parks and public spaces, and our people welcome you like an old friend.”

WHY

Paints a picture of public spaces, personifies the history, and uses the warm second person “you” with a friendly simile.

Here are a few examples to illustrate how we transform standard messages into the Burton voice.

GENERIC LINE

“Visit the National Forest Adventure Farm in Burton.”

Burton upon Trent Voice

“Embark on an actionpacked family day out at the National Forest Adventure Farm and meet a barnyard full of farm animals! You can dive into thrilling outdoor activities, lose yourself in the maize maze and enjoy our Farmarama summer festival!”

WHY

Speaks directly to “you” with a friendly invitation, exudes excitement and the notion that there’s so much to keep the family occupied. Uses playful language to inject personality that is aimed at the primary audience.

GENERIC ANNOUNCEMENT

“Volunteers are planting trees in Burton.”

Burton upon Trent Voice

“This weekend, our community is coming together to plant the seeds of Burton’s future – literally. Join your neighbours by the Trent as we add 100 new trees to keep our town green and beautiful.”

WHY

Starts by highlighting community action (“coming together”) and ties it to the future (sustainable growth), uses an inviting tone (“Join your neighbours…”).

TARGET AUDIENCE MESSAGING

Families

GROW. BELONG. EXPLORE.

What to Communicate

• Family-friendly attractions and green spaces.

• A safe, welcoming atmosphere.

• Accessible leisure, events and everyday amenities.

• Room to grow, play and belong.

Proof Points

• National Forest nearby for outdoor adventures.

• Stapenhill Gardens, riverside walks and family trails.

• Year-round events like SonicBoom, food festivals, funfairs.

• Affordable family days out compared to cities.

Example Messaging

Different audiences will connect with Burton’s brand in different ways. While our core message stays consistent, we tailor the focus and language to resonate with each group.

Here are some examples of longer form messaging, for our main audiences that capture what Burton offers them.

“Space to roam, stories to share. Burton is where family time flows.”

“From riverside rambles to funfair Fridays, family moments are always brewing in Burton.”

Visitors

Discover. Explore. Immerse.

What to Communicate

• A prosperous place with a clear identity and distinctive narrative.

• Welcoming and friendly atmosphere

• A vibrant range of things to do and places to visit

• A connected location from which to discover more

Example Messaging

Proof Points

• Leading attractions, including St Georges Park and Hoar Cross Hall

• Cultural events and venues such as Burton Barrel Roll, Sonic Boom Festival and The Brewhouse Arts Centre attract thousands to the town

• Principle town of the National Forest

• A vibrant scene of high-quality dining

“Come curious, leave connected. Burton’s spirit is brewed to be shared.”

“Discover more than you expected and just enough of what you didn’t know you needed, in a vibrant town in the heart of the National Forest’.

History & Culture

Create. Celebrate. Participate.

What to Communicate

• A vibrant, evolving creative and events scene, which celebrates our heritage.

• Opportunities for participation, not just spectatorship.

• Rich heritage shaped by brewing, manufacturing and innovation.

• Historical sites and stories to see and learn about.

Example Messaging

Proof Points

• Brewing heritage known worldwide and globally influential

• Lifelong home of the world-famous fairground manufacturers Orton & Spooner

• Iconic moments in music history, including the recording of the Sex Pistols’ “Anarchy in the UK: Live at The 76 Club,”

• St George’s Park brings pride and prowess as home of England’s National Football Teams.

“Step into a town where stories of history and heritage flow like the river.”

“Make space for the unexpected. In Burton, art meets heart.”

PLACE AUDIENCE MESSAGING

Residents Investors & Business Partners

People. PLACE. PROGRESS.

What to Communicate:

Celebrate pride and community spirit.

Burton as a place in motion, but still grounded.

Opportunities to shape and celebrate their town.

Resident-led identity, not imposed.

Proof Points:

Strong civic pride and advocacy.

Active local groups, volunteers and neighbourhood networks.

Community events, co-development and cultural engagement.

Recognition of a rich heritage, vibrant community and historic figures.

Example Messaging

We craft a consistent story that communicates the unique identity and values of Burton upon Trent as a place.

By articulating what makes Burton upon Trent special –its history, community, culture, natural beauty, economic opportunities, and lifestyle, we can draw in businesses, tourists, and residents and boost economic growth.

“You make Burton. And Burton’s making moves.”

“Our town. Our stories. Our future, together.”

Students & Young People

Create. Thrive. Enjoy.

What to Communicate:

Local learning and vocational pathways.

Creative culture and opportunity to participate.

Youth-friendly spaces, affordable living, easy connections.

A sense of ownership in shaping the town’s identity.

Example Messaging

Proof Points:

Apprenticeship and life long learning opportunities.

Affordable lifestyle vs. other larger cities.

Active youth groups in music, sport, culture.

Opportunities to co-create and shape cultural activity.

“Your town. Your turn. Let’s make something together.”

“From small starts to big ideas, Burton’s got your back.”

BUILD. CONNECT. GROW.

What to Communicate:

A place built on innovation.

A vibrant and supportive community of young ambitious businesses.

Regeneration opportunities and investment-readiness.

Excellent connectivity and transport links.

Proof Points:

Significant investment into learning facilities and regeneration.

Home to global brands in brewing, manufacturing and innovation.

Strategic location for business in the heart of the country.

A vibrant mixed of young, innovative businesses.

Example Messaging

“Shaped by brewing, continuing to grow through innovation.”

“Join a place where tradition and transformation go hand in hand.”

STRATEGIC FILTERED APPROACH

How we stay true to our brand pillars, bringing to life who we are, in a strategic and consistent way, no matter the format, platform, or audience.

Everything we create, say or do should pass through these filters. They help us ensure consistency, authenticity and creativity in every campaign, message, or experience.

When applying the Burton brand, whether for signage, social posts, funding bids, or festival posters, ask yourself: Does this feel like Burton? Does it reflect our values?

Is it rooted in who we are and where we’re going?

A connected, vibrant place with a sense of belonging. Among green parks, warm welcomes and connected communities.

INVEST & WORK

A place where our rich history of industry and innovation is powering our ambitious plans to regenerate and create opportunity.

LEARN

A place where learning and ambition go hand in hand, where state of the art facilities are helping nurture our future.

VISIT LIVE

A unique blend of culture, leisure, and worldclass hospitality. For nature, for history, for stories worth discovering.

SHADES, TONES, TINTS.

BURTON STONE

NATIONAL FOREST

Taking inspiration from the colours found around Burton upon Trent. Heritage-rich colours form our foundation. Paired with bright, bold, and modern complementary tones, to create a balanced palette that reflects our brand vision and values.

SONIC SCARLET

Balboa Plus Fill is our display typeface. Inspired by the historic signage and bold lettering seen across Burton upon Trent, from old pubs, factories and shop fronts. It’s confident and full of character, making it perfect for Burton upon Trent. It’s got a vintage feel that nods to brewing heritage, but with a fresh, modern edge. For longer reads and supporting text, we use Cabinet Grotesk. It’s clean, warm and super readable, with just enough personality to feel human. It pairs nicely with Balboa, softening the boldness without losing impact.

BALBOA PLUS FILL

Paragraph Text

RAISING THE BAR

Our ‘upon’ glyphs are a unique addition to the brand. These raised characters feature a small wave beneath them as if they’re floating ‘upon’ the River Trent. The characters in Burton upon Trent are available for you to use.

These are the core of our place identity and add a meaningful visual layer to headlines. Play around with language and see if you can build words or phrases using the glyph letters to bring out that connection to place.

Please use them sparingly. No more than one glyph per word. Always sense check that the glyphs do not inadvertently spell an unintended or rude word.

CREATING THE ICONIC

Our icon set is a universal visual shorthand for everything Burton upon Trent stands for. Designed to be flexible and recognisable, these symbols celebrate the town’s rich and layered story.

MAKE YOUR MARK

Our brand mark is designed to be flexible. By pairing just two icons with the core ‘UP ON’ campaign mark, you can create a bespoke version of the logo that reflects a specific theme or audience. The possibilities are endless!

OUR ADAPTABLE LOGO

The ‘Burton upon Trent’ logo carries the same spirit and tone as the wider brand. Use it across materials where a clear and direct expression of the town’s name is needed.

MAKE SOME SPACE

The required clear space margin must always be applied, especially when the Logo is sitting next to another logo or graphical element. Always choose the appropriate version of the logo for the artwork being produced. Care must be taken when positioning the logo to maintain stand out from the background colour/image.

Photography LIGHTS, CAMERA, ACTION.

We’re toasting to everything that is Burton upon Trent through our photography, celebration of the people, place and progress is at the heart of our campaign’s photography style.

Capturing Burton upon Trent’s past and present, through heritage of craft, community and the contemporary.

At the heart of what we shoot is human connection and shared celebration. Through low angles, compositions and actions, we show a scale of elevation and a sense of uplift.

With our story, essence, pillars, and tone in place, it’s crucial to see how these translate into real-world applications and how the Burton brand comes to life across places, platforms, partnerships and products.

This is all about making the brand real. On the high street, in digital spaces, through merchandise, events and collaborations. Every touchpoint should feel distinctly Burton: grounded in heritage, full of warmth, and always moving upon something greater.

How would brand application create exposure or a PR opportunity?

Think about how the brand can be represented symbolically. What would capture the eye and register with residents and visitors?

What applications will simply make our brand stand out, Burtonising the everyday?

Think about subtle applications for the brand.

creating cutout imagery

step one

Select your image and if needed, edit it to make the colours as best as they can be. Refer to the Brand Toolkit for further photography guidance.

We can cut out imagery to create design elements that bring the brand to life, using real people and places from Burton upon Trent. These layers are used in tandem with our other assets to deliver the brand at its best across places, platforms, partnerships and products.

step three

Draw your outline in a vector editing programme like Adobe Illustrator or Adobe InDesign, aiming to keep even spacing all the way round. This should always be in our Burton Stone colour.

step two

Cut out a precise, sharp, and clean selection around the subject, ensuring the edges are smooth and free of fuzzy remnants or unwanted background elements.

step four

Use your images and bring the brand to life!

APPLYING WITH PARTNERS

1. Use the mark or brand visuals

You can incorporate the core brand logo or your own bespoke version of the mark. See page 19 for how to create one.

2. Adopt your tone of voice

We encourage you to use our brand language in your messaging to create a consistent, place-led feel. See page 8 for guidance.

3. Co-brand your content

Simply place the Burton upon Trent logo alongside your own. Just make sure it’s clear and well spaced. There’s a guide on how to space this on page 22.