A Brand for London

London’s Design DNA

Posted in Thoughts by Moving Brands on August 27, 2009

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.

Image credits
1. Philipp Klinger
2. Roy McGrail
3. © TfL
4. KevinKSmith
5. Mister Rad
6. Michael Wailes
7. © TfL
8. John Walthall
9. The Stig 2009
10. ru_anderson
11. Unknown


Comment on this post:

4 Responses

Subscribe to comments with RSS.

  1. christina said, on August 28, 2009 at 7:57 am

    Yes, London is full of roundels and classic solids, but the new DNA should also be representative of the 2000 years of history that it has. London has been an important center for Europe and the world and continues to be so. It would be nice to see this and the rich cultural roots of the “Londoners” in the DNA.

  2. Alberto said, on August 28, 2009 at 12:15 pm

    I’d love to go to London and this just gives me more desire to go. I love the photographs of solid reds, black, blue and white! Thanks for the post.

    • Moving Brands said, on August 28, 2009 at 12:21 pm

      What’s your impression of London having never been here? We’d love to hear what you think?

  3. […] account @we_are_london. These initiatives are designed to open up commentary on subjects such as London’s design DNA, architecture, and people who live […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: