London’s Design DNA
Our exploration work so far has been gravitating towards the London Underground roundel and the associated visual language. As we’ve been discussing, the LU roundel is the closest thing that London already has to a universally recognisable symbol for the city, in the same vein as I ♥ NY.
When we started discussing it, we realised that a lot of the attributes of the LU / TfL visual language (colours, fonts, shapes etc) pop up a lot around London.
We’ve had a quick go at defining London’s design DNA. The things that we see everyday around London that share common design attributes.
This palette gives us a good set of basic elements for designing a new symbol that can be unique whilst still bearing a resemblance to the other things it’s going to share a visual landscape with.