Communicating South Downs

The South Downs Long Distance Path (credit: Paul Farmer, via

‘Communicating South Downs’ is an online toolkit which includes free access to the ‘Shared identity’ (the place brand of the National Park). In addition to a full suite of branding assets, there are tips to how to use the branding information and  access to a wide range of high resolution images from across the National Park. The resources are free to use – all that we ask is that the use of the assets does not contradict the purposes and duty of the National Park (reproduced below).

Purpose 1: To conserve and enhance the natural beauty, wildlife and cultural heritage of the area.
Purpose 2: To promote opportunities for the understanding and enjoyment of the special qualities of the National Park by the public.
Duty: To seek to foster the social and economic wellbeing of the local communities within the National Park in pursuit of our purposes


A toolkit for local small businesses and communities

The toolkit has been split into seven themes to help businesses and communities in and around the National Park weave the stories of the South Downs into their own narratives. Themes include Views and Lazy Days, Culture, Food and Drink, Dark Night Skies and Wildlife and Habitats.

We hope that the toolkit will add value to local businesses by marking out their unique place within or adjacent to our nationally recognised landscapes. For example:

  • a B&B hoping to use the National Park’s new International Dark Skies Reserve status to attract more guests in winter can find tips on stargazing to share with their customers;
  • cafes can use the National Park’s place brand to demonstrate the provenance of the food on their menus; or
  • a Parish council can use stunning photos to inspire local residents to get involved with neighbourhood planning.

'Communicating South Downs' has been designed as a ‘one-stop’ shop and is an amalgamation of the South Downs National Park Sense of Place Toolkit and the Shared Identity (branding) Toolkit. This invaluable resource is gaining momentum with more than 60 local businesses now signed up ranging from food producers to councils.

Joanna Glyde is a the senior media officer at the South Downs National Park Authority
For more information visit