Brand new: Sheffield unveils its updated image (Video)

The new brand will appeal to "trade, talent and tourism" audiences, said backers at Creative Sheffield, who are the city's economic development company.

James Beresford, chief executive of national tourist body Visit England, also spoke at the event which was attended by business leaders from Sheffield.

Creative Sheffield hopes that the new brand will help bring new investment and new jobs into the city.

The three strands of the brand are trade, tourism and talent. And Brendan Moffett, a director at Creative Sheffield, said: "the city has never previously taken control of its identity. Therefore through this work we hope to be able to increase the value of the city's existing assets by ensuring that they are communicated more coherently to external audiences for the benefit of the city's economy and to improve the city's profile on a global stage."

Mr Moffett said that Miss Ennis is "truly home-grown and has resisted the lure of other locations to become a world champion, based from Sheffield.

"Jessica has become a metaphor for the city's regeneration and growth.

"Educated at the University of Sheffield and a symbol of the city's youthful profile, she is also a fantastic role model to the city's young people."

Also present was Doug Richard, the American entrepreneur and former star of TV's Dragons' Den, who spoke about business inspiration and investment at the event which was held at the Crucible Theatre.