Following on from the initial work we carried out to achieve European Sustainable Tourism Charter. The two protected area authorities leading the process, the Yorkshire Dales National Park Authority (YDNPA) and Nidderdale AONB decided we needed to look at how businesses operating in the area might be persuaded to promote what is special about their area. Although it is well known amongst practitioners, we felt that the European Charter was not as well recognised amongst businesses in this location. In addition, as two protected areas benefiting from the one award, in practical terms it is difficult to use all three logos when trying to communicate to businesses. So we started to think about how we could improve this promotion. We decided to investigate the possibility of creating a new brand which could easily be used alongside the protected area logos or even with our Tourism Partnership logo. Initially we were unsure of how this brand might work and we were not planning to create a logo. We worked with partners to develop a brief and select a design. We knew we had a difficult job when it became apparent that the design agency could not understand what we were trying to do! A few versions and meetings later they came up with a suggested brand, which was represented by the use of a logo, strap lines and different colours. This logo can be used by businesses on its own but also works well (we think) with the corporate logos. One of the logos we used can be seen on this page. The leaf motive in the logo echos the leaf motive used by the Green Tourism Business Scheme which is one of the eco-standards accepted by Charter Pt. II for the England, Wales and Scotland We are pleased with this work and look forward to developing the next stage which will be a set of guidance notes and a programme to roll this out to businesses. Julie Barker, Sustainable Tourism manager Yorkshire Dales National Park Authority