It also wants a "positive review" of city centre design, looking at structures, street furniture, signs and layout.

The brand has been endorsed by all the members of the partnership, which develops themes in Herefordshire Council's tourism and culture strategies as well as the objectives of the Herefordshire Plan.

"This is an exciting new concept which not only celebrates what is best in traditional Herefordshire, but also allows the city to market itself in a unique and forward-looking way," said Councillor Chris Chappell, cabinet member for economic development.

Hereford City promotions and development manager Alison Alsbury said the new brand had "limitless potential".

"Hereford already has a strong craft tradition - the contemporary crafts fair is recognised nationally, the cathedral hosts the stonemason's yard, the cider museum celebrates rural crafts," she said.

"We're sure to achieve national, even international, interest as we develop Hereford's new brand. And there will be a real community feel to the practical projects involved.

"Local craftspeople will be employed to carry out many of the projects - and the city will then provide a living tribute to their work."

The crafts loop would incorporate craft offerings in Hereford, linking different quarters of the city and highlighting and developing some of its main attractions.

A "craft quarter" would be based around Church Street and Capuchin Yard.

Economy

There are more than 300 makers listed on Herefordshire Council's database of artists, or one per 28,000 head of population - with the average in the south east of one to every 235,000, and they contribute millions towards the local economy through sales.

Holme Lacy College houses the newly-established Centre for Rural Crafts, while Hereford College of Art and Design attracts buyers from major British retailers to its final year show.