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Loaf rebrands Sheffield Olympic Legacy Park


On the eve of the Commonwealth Games and ten years from London 2012, Sheffield Olympic Legacy Park has unveiled its new look.

The UK’s only life sciences park, dedicated to innovation in sport, health and wellbeing, has undergone the rebrand ahead of its next stage of growth.

Loaf worked alongside Scarborough Group International to come up with the Made to Move concept. This was to demonstrate its mission to capture the spirit of the Olympics, while also promoting its vision about sharing knowledge and expertise.

It has added a more “powerful and diverse” colour palette. The “S” ring logo is to represent the symbiosis between science and sport and is also a nod to its location in the Steel City.

“This brand refresh signals that Sheffield Olympic Legacy Park is moving into an exciting new phase of development, which is especially timely in the year we mark the 10th anniversary of London 2012,” said Chris Low, Chief Executive at Legacy Park Ltd.

“The new brand retains the focus on the values of aspiration, inspiration and inclusivity that run through everything we do, while showcasing the innovative, world-class ecosystem being created here.

“This marks a turning point in Sheffield Olympic Legacy Park’s story as we begin to realise the longer term ambitions of economic regeneration and job creation in the east end of Sheffield.”

In 2018 real estate developer and investor, Scarborough Group International acquired the Community Stadium site from Sheffield City Council and, in 2020, concluded a wider agreement with Sheffield City Council to deliver the next phase of the Park.

It’s now working on a plan for 1m sq ft of commercial space across an 80-acre area around facility, creating up to 5,600 jobs.

New occupiers will include Sheffield Children’s Hospital NHS Foundation Trust, which has recently received cash from the Government’s Levelling-Up Fund to deliver the National Centre for Child Health Technology.

Canon Medical Systems has recently started construction of its new Park Community Arena, due to open in 2023. It’s described as the country’s first “affordable carbon net-zero built sports, healthcare and community arena” and will feature an integrated Medical Diagnostic Centre.

Park Community Arena will be the new home for Sheffield Sharks and Sheffield Hatters professional basketball teams.

“Over the course of the next generation, Sheffield Olympic Legacy Park will deliver better healthcare outcomes, education opportunities, jobs, and economic growth on a local, national and global scale so we wanted to create a brand that was reflective of this ambition but that also felt relatable and inclusive,” said Nicola Bulley, Group Head of Marketing & Communications at SGI.

“Following multiple workshops and stakeholder interviews conducted by our creative agency, Loaf, we have developed a really strong brand that will help us nurture positive long-term relationships among our growing community and realise our ambitious plans.”

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