City bid to boost quality of life

A new logo has been created for Sunderland

Sunderland is aiming to become the cleanest, greenest and most desirable place to live in the UK.

Council officials want to change people's perceptions of Sunderland as a grey, industrial city.

A new image strategy has been developed following consultation with residents, businesses and other organisations.

And a £1bn regeneration programme is already under way to create an attractive environment where people will want to come to live.

New logos have been designed for the city, City Parnership and City Council, and further developments will be announced in the coming months.

"Exciting future"

Council leader, Bob Symonds, said: "We can only change perceptions if we improve the quality of life for our residents and pull together to get things done in the city.

"This is not just about designing a logo, this is about setting out what we want the city to be known for in future decades and ensuring that we all work together to get there."

Canon Stephen Taylor, Chair of the Sunderland Partnership said: "Sunderland is a city with a proud history and heritage, but just as importantly, an exciting, dynamic and sustainable future.

"It's special qualities come from its green environment by the sea, and this can help people get their lives in proportion, and live a more bearable pace of life."