A major campaign to bolster Bradford’s image has been given an identity by school children.

Positive Bradford, a business-led initiative to promote the city, received the backing of former Bradford College student, now leading artist Darren Baker, at the finale of a design contest yesterday.

Proud Yorkshireman Mr Baker took time out of a busy schedule, which includes painting a portrait of the Queen for her 85th birthday, to back the campaign.

At the logo unveiling at Rio Grande restaurant in Woodhead Road, he said: “I think Positive Bradford is great. There are a lot of things going on in Bradford but it’s not well-publicised.

“I lived here for six years and had my own art gallery, Massarella Fine Arts, in Saltaire.

“It’s about giving Bradford a better perception and encouraging young people like those here today.”

Positive Bradford is the idea of Jane Vincent, managing director of Candelisa People recruitment firm, and Saleem Kader, managing director of Bombay Stores. A steering group meeting will be held at the Midland Hotel on Tuesday, April 5, to help organise a Positive Bradford Day in Centenary Square on Wednesday, September 28.

Tong High School pupil Zara Syed, 15, came up with the design of the winning logo and it has been turned into a professional brand to accompany the campaign’s promotional material by Little Germany-based marketing firm, This is Chemistry.

She said: “Bradford is a multi-cultural city and I thought about these hands coming together because we are all the same.”

Fellow Tong pupils, Tayyaba Jabbar, 16, and Alisha Qadir, 15 were runners-up.

Mr Baker said: “I was really surprised with the standard of draughtsmanship and it’s good to see Bradford’s young people continue in an artistic vein.”

Emma Brockbank, head of client services at This is Chemistry, said the company had given its time to develop the brand for free.

“I’m from Bradford and I work here so I’m very positive about the city and the people of Bradford.

“It’s important we all work together now to ensure this brand means something. We want to leave a lasting impression.”

The Deputy Lord Mayor of Bradford, Councillor Mohammed Jamil, who attended the logo unveiling with fellow ward Councillor John Robertshaw, said: “This campaign is something we have been missing. We have positive and talented people here and these are the people who can attract others to come to Bradford.”

Coun Robertshaw (Con, Bowling and Barkerend), said: “We know we have people in our ward who have talents and we need to push them. Bradford isn’t about serial killers and riots, it’s about decent people who do things for the city.”