IDENTITY
DESIGN: LAUNCH
WINNER
The Royal Docks
by Dn&co, for The Mayor of London and the Mayor of Newham
To mark the regeneration of the Royal Docks – a 1,200-acre project that covers 12 miles of waterfront in the capital – the Mayor of London and the Mayor of Newham brought in Dn&co.
The brief was to create a brand that could be championed by local people as well as overcome “cynicism” from previously failed masterplans for the area. The logo is a combination of a plus and equal sign, which marks both progress and inclusivity, which are both aims of London mayor Sadiq Kahn’s Good Growth plan.
The identity avoids colour, and instead employs a plain black and white graphic language. This is an attempt to avoid typical place branding tropes used by councils, according to Dn&co. It also acts as a relatively simple framework, which means that the true “heroes” of the regeneration can be showcased. And by putting the area’s stories and people first, the identity hopes to make local people proud. There are also references to the area’s nautical history to emphasise this “water-dominated part of London”; the identity is influenced by the language of the International Code of Signals, a maritime alphabet of flags used by merchant ships in 1855, the year that the first dock opened.
The judges said: “A well-executed launch, which ties back nicely to the past and yet still feels very current. There are many thoughtful details within this; for instance their reasoning behind sticking with a classic black and white colour palette, which champions the local activity, the hero at the forefront of the design. It seems to genuinely reflect the spirit of the docks, and this in the face of a challenging brief and a broad group of stakeholders.
Showtown
by True North
In a city known for its showbusiness past, Showtown has emerged as Blackpool’s first-ever museum dedicated to “fun and entertainment”. This presented a singular design challenge for True North: to appeal to the 18 million tourists the seaside promenade attracts ever year as well as stand out as a cultural institution in its own right. The identity is based on a modular system of blocks – “bold, simple, graphic icons” – which can be combined to tell stories that are “playful” and “thrilling”. In a wide-ranging colour palette – from pastels to jewel tones – everything from clowns to comedians are depicted in the coherent identity system. “They tell story in playful ways alongside an upbeat tone of voice to delight and surprise,” the studio says.
The Dark Sky Project
by ThoughtFull, for Ngai Tahu Tourism
The Dark Sky Project is a tourist attraction showcasing the clarity of the night sky, situated in New Zealand’s Aoraki Mackenzie International Dark Sky Reserve – an area where light pollution is strictly controlled. Thoughtfull’s identity had to marry science, culture and the significance of the sky to the local Maori people. A core mark expresses the South Cross (the southern sky’s most dominant constellation) while the wider identity system has been inspired by the constellation. This system allows for distinctive copy layout, which imitate star formations. A pared-back colour palette of black and white has been used to represent the night sky, as well as red, which symbolises knowledge in Maori culture.
Brent 2020
by Peter & Paul, for Brent Council/ Mayor of London Office
To mark its status as London Borough of Culture 2020, Brent brought in Peter & Paul to design an identity that embraced the borough’s “immense diversity”.
There are, for example, an estimated 149 languages spoken in the area. A ‘pattern palette’ was established, based on the languages – spoken and architectural – of the area. This runs throughout the visual identity, and can be seen on customised Tube signs and posters.
A logo design features “Brent” horizontally and “2020” vertically as a way to reference its position in the north west of the capital. To further reflect the borough’s diversity, colour and animation were key; deep pinks and greens feature prominently.
Chase Presents Rock the Farm
by ShopTalk London, for Chase Distillery
ShopTalk was brought in to create the identity for Chase Distillery’s relaunched Rock the Farm music festival. The visual identity plays on the Chase family’s heritage as potato farmers. It includes a bespoke typeface, Spud Sans, which was developed using potato-printing techniques.
By creating a subtle nod to the vegetable, the identity is “completely ownable” by Chase. The “homespun” font is used across event signage, while a logo has also been created using the potato-print texture. The heritage- influenced art direction features British iconography such as the Union Jack, as well as on-theme of musicians and mixologists.
