SDCC Unveils New Brand Strategy and Corporate Plan

SDCC have launched a bold new brand and a forward-looking Corporate Plan for 2025–2029. This new direction captures who SDCC are today — a county that is growing, changing, and ready for the future.

This rebrand is more than a new look. It’s a clear statement of purpose. SDCC worked with Dublin-based strategy and design consultancy Image Now to develop the new purpose, identity and brand system. Built through extensive engagement with citizens, businesses, elected members and staff, the new identity reflects what matters most to the people of South Dublin and how the Council can serve them better.

We heard a consistent message: our previous brand no longer matched the energy or ambition of our county. In response, we’ve introduced a refreshed identity that feels unified, modern and inclusive — helping us speak with one voice and act with greater clarity across everything we do.

Our new visual system includes:

• A full brand architecture
• A revitalised web presence
• A custom-designed accessible typeface — SDCC Sans
• A refreshed colour palette, reclaiming a distinctive Dublin blue

This is a brand that reflects our purpose: Greater Opportunity for All. It’s a system built not just for today — but for the years ahead.

Colm Ward, Chief Executive of SDCC, said: “This rebrand has been a long time coming. South Dublin is evolving — and now is the right time to invest in how we reflect that to the public. This isn’t about surface change. It’s about delivering better service, better connection, and building greater trust.

Our identity touches over a thousand places — from signage and social media to vehicles and events. When those don’t feel cohesive, it sends the wrong message. This new brand helps us show up better, speak more clearly, and reach more people.

Ultimately, this is about doing better, listening more, and representing more. It’s about being proud of our County — and building it together.”

Corporate Plan 2025–2029

Alongside the new brand, we are launching our Corporate Plan 2025–2029 — a strategic roadmap for how we will deliver for the people of South Dublin over the next five years.

This plan sets out a bold and inclusive vision for the county, grounded in our values of leadership, inclusivity, support, accountability, and transparency. It defines seven key goals:

• Leading on climate action
• Delivering quality homes
• Supporting a thriving local economy
• Creating places people are proud of
• Strengthening community connections
• Promoting cultural richness
• Delivering citizen-focused services

The plan will be accompanied by a new digital platform that makes it easier than ever for people to see what we’re doing and track our progress.

Colm Ward added: “The Corporate Plan and brand go hand in hand. This is a living brand and a living plan — evolving together. The new digital Corporate Plan platform is open and accessible, allowing people to hold us to account.

What we’ve launched today is more than a visual update. It’s a renewed commitment to the people of South Dublin — to serve better, to show up with purpose, and to lead with pride.”

To learn more, visit our new Corporate Plan website SDCC Corporate Plan and explore the updated SDCC brand at www.sdcc.ie or follow us on our social media channels.