The logo was designed with the following in mind. We needed the logo to embody the people of Hull and the unique spirit of the community, plus the pioneering nature of that spirit in a social and economic sense. Also to convey a feeling that Hull respects its heritage yet looks towards the future.

This was achieved by the graphics we employed and the style of typography. Firstly we employed a circle of people linked together to give a communal feel and also to show celebration. The circle of people also abstractly shows the shape of one of the three crowns of the city crest which is further represented in a low key nature by the "half shield" shape with the numeral "7" is positioned in.

Typography plays an important role in creating the right feel by using the serif "mason" typeface, which has an old historical feel to it, and contrasting it with the sans serif Gill typeface which conveys a much more modern, futuristic feel.

Finally colour plays its part in the logo, with purple, yellow and orange being employed to give a "lively up-tempo" feel and help portray the feel of celebration.