We are all going to see a lot more of this logo – Worcester’s new tourism branding.

It will be used on promotional material to get people to visit the city, and also for events in Worcester.

But as councillors will discuss tonight, there are some strict rules about how it should be used.

Members of the city council’s Place and Economic Development Committee will debate a report on how the new coat of arms style logo, with the strapline ‘cultural city, historic heart’ may and may not be used.

The report says: “Our tone must always be approachable with witty wordplay."

And while ‘historic heart’ must always be used as the last part of the strapline, and the strapline must always be used along with the logo, there is some leeway with the first part of the line with it permissible to remove ‘cultural’ for “an adjective more appropriate to the content.

“Words like, imaginative, curious, playful and scrumptious can be used to further inviteour audience to our marketing materials.”

For leaflets and adverts, the city’s marketing teams are advised to begin with a verb. Either an instruction like ‘visit’ or a past tense verb like ‘I visited.’ There should then be an enticing adjective to describe Worcester.

Suggestions for headlines include: “I tasted delicious Worcester” “I relived historic Worcester” and “Experience our cultural Worcester.”

The date of Worcester’s first royal charter, 1189, is also an integral party of the branding. The report says: “As a nod to our heritage and to the future, it is important we, as a form of signature, end our materials with the sign-off, ‘1189 onwards’.”

The logo can be used in three main colours, ‘antique white’ ‘Severn blue’ and ‘tower grey’ but also a number of other colours, each given ‘city appropriate names like’ Elgar green’, ‘Pitchcroft green’ ‘porcelain white’ ‘cathedral gold’ and ‘Perrins orange’.