Belfast, looking for a new identity, has just unveiled a logo design to promote a city in the process of regeneration. Looking to escape it’s troubled history, the image chosen is a purple heart with hundreds of smaller hearts in it’s wake. Interestingly a Purple Heart is a military decoration for soldiers wounded or killed in the US military. The new branding does give a feeling of light heartedness although the colour purple, or aubergine, does add a certain solemnity to the look. London based designers, Lloyd Northover, wanted to convey a city of character with a population of warm and friendly people - ‘a city wearing it’s heart on it’s sleeve’.