We began by conducting extensive stakeholder interviews at each site, listening to the opinions of staff, management, visitors and community groups. Interestingly, the feedback contradicted the client’s original brief. Almost everyone we spoke to liked the existing City of London Crest, they just didn’t like the way it was being used. The consensus was the previous brand was sombre, territorial and too business-like. Many visitors couldn’t understand why the City of London was managing spaces outside the ‘square mile’.
Our research helped identify a common philosophy across the sites and enabled us to negotiate a creative solution that successfully served them all. Our response was a design that re-appropriated the City Crest, creating a visual language that is accessible, energetic and optimistic. Our introduction of a ‘boilerplate’ panel as an integral part of the branding helped to clearly identify the City of London as a responsible land managers and philanthropists.
Following the successful brand refresh, Evolve were commissioned to produce new cartography for each open space, uniforms for rangers, tree surgeons and lifeguards, livery for a fleet of over 40 vehicles, roadside demarcation signs for the larger spaces, wildlife interpretation panels and over 100 wayfinding map signs including a new skyline viewpoint panel at Parliament Hill.
Open Speaces Branding
City of London