Reading a place for all our futures

21st October 2022

‘Reading is a modern and forward-looking town which has grown into one of the most vibrant and economically significant urban centres in the country.’ This was just one of the headlines at the stakeholder launch of the  new place brand for Reading which was unveiled at an immersive event to around 100 key stakeholders this week at the iconic  Pavilion building on the Oxford Road. 

Reading University and Reading Borough Council two of the members of the REDA Board were instrumental in the development of the brand framework, and who, along with REDA’s Chief Executive, spoke at the event to the many organisations and stake holders who had been involved in the consultation process. 

The launch event was designed to showcase the brand values and stories behind what makes Reading the place it is through interactive exhibits, displays, films, food and theatre. A large number of Reading organisations and businesses contributed to the showcase, including Purple Turtle, University of Reading Knowledge Transfer Centre, Occuity, Altitude Angels, Measurable Energy,  Facilitation Partnership, Reading University Student Union, Reading Youth Council, Reading City of Sanctuary, Tutu’s Ethiopian Table and Ruchika’s Kitchen as well as many individuals who contributed to the films, audio recordings, facts, artifacts and in other ways. 

Nigel Horton-Baker, Executive Director REDA, said: “Reading has a great story to tell and REDA’s role through a range of collaborations and partnerships will be to project that story loudly and proudly beyond Reading to all that can bring economic benefit to the town and its people. The Reading Brand helps us all talk about Reading in a more cohesive and joined up way.”  

Over the months and years ahead, REDA and our industry partners will be rolling out a range of campaigns to:- 

• Attract new businesses and jobs 
• Attract leisure visitors to our fantastic historic cultural and environmental attractions
• Attract business visitors and corporate conference, meetings and exhibitions 

Our Christmas in Reading campaign will be our first to fully utilise the new Reading Place Brand. Funded by the Central and Abbey Quarter Business Improvement Districts the campaign will showcase festive events in Broad Street and the Forbury Gardens alongside the fantastic, retail, hospitality, entertainment and night-time offer for Christmas. 

Adam Jacobs, Chairman of REDA, added: “The REDA Board and team are proud to be the custodians, owners and managers of the brand and Reading’s great story,  The brand is 100% place-owned, which means it belongs to Reading and can be used by anyone promoting the town, its organisations or activities. This is about the power of collaboration; together, we can tell a stronger story of Reading.” 

Reading is a modern and forward-looking town which has grown into one of the most vibrant and economically significant urban centres in the country. 

With many choosing to live in the town, it is the economic hub of the Thames Valley, from where key regional health, education, retail and other services are provided to a much wider catchment on a city scale. 

It is a global technology town with an international community, set in a stunning natural landscape and is served by excellent physical and digital connections. 

It also brings in new talent and vibrancy to the community with the University of Reading bringing thousands to the town. 

The Brand has  six interactive areas featuring the values:

• Connected - A place connected in every sense of the word

• Community of Communities - A place powered by its people

• Boldly Innovative - A place  where ideas are born and brought to life

• Custodians – A place that is proud to look after its people its heritage and landscape 

• Forward Focused – A place always looking ahead  

• Enriching A place which brings people together and a place that always looks to the future Landscapes and heritage

• .Makes the most of what it has  -  A resourceful place, proud and celebartory

The Reading Brand helps us all talk about Reading in a more cohesive and joined up way. It is 100% place-owned, which means it belongs to Reading and can be used by anyone promoting the town, its organisations or activities. This is about the power of collaboration; together, we can tell a stronger story of Reading. So, get involved and join the conversation.

The Reading Brand has been developed collaboratively over many months, to help us articulate what makes the Reading we know and love such a distinctive and special place. With thanks to thousands of contributors from across our town who gave time to surveys, discussions, focus groups and workshops.

We've separated the full toolkit into chapters which you can download below. Please feel free to get in touch.