Bradford's bosses have given the thumbs-up to a new branding for Yorkshire which will be used to promote the region in the UK and around the world.

The branding, which cost £300,000 to develop, was unveiled by Yorkshire Forward - the regional development agency - at yesterday's Yorkshire International Business Convention.

Key speakers at the event were Senator George Mitchell, who has brokered peace talks in Northern Ireland, Oscar-winning film producer Lord Puttnam, Trade and Industry Secretary Stephen Byers and John Wall, president of the NASDAQ stock market.

The Yorkshire marque, which was unveiled to 1,600 business people at the convention at Harewood House, near Leeds, includes a modern version of the Yorkshire Rose and has the strapline Alive with Opportunity.

David Anderson, chief executive of the Bradford-based Yorkshire Building Society, said: "The brand looks modern and exciting. We will be using the logo where we can and got involved in supporting the branding because we are a large employer in Yorkshire and are proud of being based in the region.

"We are happy to promote anything that enhances the Yorkshire name in this country and internationally."

Ed Anderson, managing director of Leeds-Bradford International Airport, said: "I think it represents an excellent outcome from what must have been a well-nigh impossible task."

Allan Leighton, president and chief executive of Asda, who unveiled the brand at the event, said: "I am passionate about Yorkshire because its people are passionate about succeeding. The dynamism of Yorkshire people has been fundamental to Asda's growing success."

The marque will be used by Yorkshire Forward and the Yorkshire Tourist Board to be promoted to businesses, local authorities and organisations around the region asking them to adopt it.

Some who have already signed up include the Yorkshire Bank, Yorkshire Enterprise, Leeds-Bradford Airport, Asda and the Yorkshire Building Society.

The brand marque will also be used when promoting the region in the UK and around the world and is expected to help bring inward investment to Yorkshire.

Some 4,000 people were consulted on the branding with 3,500 responding to questionnaires, attending focus groups and attending consultation meetings across the region, Britain, in Europe, the USA and Japan. A further 500 were consulted as the brand concept was being developed including business leaders and local authority chief executives.

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