While famous for many things, London lacks a unifying, cohesive identity where all sectors can co-exist. The London identity seeks to bring together the previously branded elements of transport, tourism, government, the Olympics, and other public programmes.
“A Rectangle?” you’re probably saying. Yes, you’re right. But like many large-scale branding schemes, the strength of the logo itself only goes so far. The logo is part of a greater system, and expands to fit the particular needs.
The identity is hinged on an updated version of the classic British typeface Gill Sans. This new version, which I’m temporarily calling “Giww”, has simplified some of the characters, especially those with curves. It exists now only as an upper-case font, but may be expanded as needs emerge.
The identity is carried across various media including posters, transit signage, stationery, environmental graphics, and vehicle livery.
Brand Identity, Environmental, Integrated Branding, Print Design
branding, cities, identity, London, Olympics