On 1st March 2025, Southend-on-Sea will celebrate the third anniversary of its city status with the launch of Southend City Day, an event dedicated to honouring the city's culture, heritage, and thriving community. This milestone marks three years since King Charles III (then Prince of Wales) and Queen Camilla (then Duchess of Cornwall) officially granted Southend its city status, a recognition deeply tied to the legacy of Sir David Amess, who campaigned tirelessly for this achievement."

Honouring Sir David Amess

Southend’s city status is a lasting tribute to Sir David Amess, the much-loved MP for Southend West, who dedicated his life to the town and its people. His unwavering commitment to achieving city status for Southend was finally realised in 2022, though tragically after his passing. To honour his legacy, a life-sized bronze statue was unveiled in 2023, standing on a grass bank by Chalkwell Esplanade, overlooking the Thames Estuary. The statue captures his warm and approachable nature, serving as a permanent reminder of his dedication to the community he loved so dearly.

As someone fortunate enough to have played a role in Southend’s transformation, designing the city’s new brand identity, I’m excited to see how this day will bring the community together and reinforce what makes Southend truly special.

Southend City Day: A Celebration of Identity and Culture

Southend City Day is set to become an annual event, offering a wide range of activities for residents and visitors. This year’s celebrations will include:

• The Southend City Stage – Showcasing live performances and entertainment throughout the day.
• The Southend City Jam Zone – A hub for street art and creative expression.
• The Forum & Victoria Centre – Hosting interactive workshops, exhibitions, and talks.
• Disco City – An electrifying evening event featuring live music performances, including a set by Denise Van Outen.
• The Victoria Centre – A community hub where local organisations, groups, and initiatives offer information, support, and free activities.

The day isn’t just about entertainment; it’s a chance for Southend to reflect on its journey as a city, celebrate its achievements, and look forward to the future.

Formara’s Role in Southend’s City Identity

When Southend officially became a city, the council required a complete rebrand, something that would capture its unique spirit while being adaptable, accessible, and built to last. At Formara, I led the design process to create an identity that wasn’t just a logo, but a visual representation of everything Southend stands for.

Inspired by the city’s landmarks, history, and sense of community, we developed a brand identity that is flexible across digital and print platforms. Whether on social media, council stationery, signage, or large-scale public installations, the design had to be instantly recognisable and meaningful to the people of Southend.

A key focus was accessibility, ensuring the design was clear, inclusive, and met WCAG (Web Content Accessibility Guidelines) so it could be used by everyone. Typography, colours, and shapes were carefully selected to allow maximum visibility and versatility across a wide range of applications.

To see the full details of our design journey, visit our Southend City Council City Rebrand Case Study Page

A City Moving Forward

Three years on, Southend continues to grow into its city status. Southend City Day is a testament to the progress made and the vibrant future ahead. It’s rewarding to see the city’s branding in action, from official documents to large-scale events like this one, reinforcing a strong and unified identity.

As a designer, it’s an honour to know that my work is part of something bigger, a city’s story, its evolution, and its ongoing celebration. Southend City Day is a reminder of how design, culture, and community come together to shape the place we call home.

I look forward to seeing Southend continue to thrive, and I hope this new annual tradition brings people together for years to come.