A Brand for London

More roundels

Posted in Solutions? by Moving Brands on August 26, 2009

A second approach to capatalise on the iconic status of the London Underground roundel is to combine it with something else. Another British icon is the RAF roundel, used as identification on Royal Air Force aircraft. Here’s what happens when you combine them…


— It’s simple and memorable with a quirky story.
— It’s patriotic.

— It has a military reference which may not be appropriate.
— It starts to look like the Target symbol.


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  1. James Bull said, on August 27, 2009 at 11:33 am

    I could not agree more. It is a tidy solution but it has far too much military baggage.

  2. Jon Hewitt said, on August 27, 2009 at 11:48 am

    I don’t think the RAF roundel + the LU roundel is the right solution, but what we’re hitting on is a common design DNA in the LU roundel that can be built upon. Almost creating a new roundel for London by boiling down the LU roundel to its basic parts, and then building it back up in a new way.

  3. Joseph Maguire said, on August 28, 2009 at 3:51 pm

    Ok Seriously you can have soooo much fun with this symbol if it was my assignment I’d spin the wheels, animate it and bring installations to life with color for this RAF Symbol. I’d take it away from the original colors which would de-militarize it and then introduce it as a symbol for the city! If you want my help email me haha, here’s just a basic idea though to spin off the old mark..

  4. Xav said, on August 31, 2009 at 3:14 am

    That’s the roundel of the French Air Force you ended up with. I know there are loads of French people living in London but surely you can come up with something to represent the city that isn’t a French symbol?

  5. Matt P. said, on August 31, 2009 at 4:25 pm

    Is this Target London? I know you’ve admitted this. Just thought I’d let you know that I surfed all the way here (from the remote reaches of my blog aggregator) to express this sentiment (from an office in Minneapolis ;).

  6. Ross said, on August 31, 2009 at 11:53 pm

    You know the idea of a target may not be so bad, or atleast the idea of a hub. A centre, a point of arrival and departure. For so many hundreds of years London was considered THE centre. Historically, for many different reasons the City has maintained its energy and sense of purpose. It is as true now, as it has ever been. Is this not the essence of London?

  7. Ad said, on September 1, 2009 at 4:09 pm

    From a ‘Joe Public’ perspective, I like the roundel device; to me the three ‘zones’ suggest the square mile, the surrounding city and the further reaches (greater London/the London boroughs), all available for visitors’ exploration.

  8. Vanea said, on September 8, 2009 at 3:50 pm

    A Portuguese association that fights breast cancer haves a very similar logo

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