Places for London
Brand Identity
 

Places for London is the new name for Transport for London’s property company. TfL is one of London’s largest landowners and is responsible for a huge portfolio (5,500+ acres) stretching across almost every borough. Working closely with both TfL, The Mayor of London and many other commercial partners, Places for London will be providing homes, workspaces, retail and cultural spaces for Londoners.

Playing on TfL’s iconic London Underground announcement, the core strategic idea behind Places for London is ‘Minding London’s Gaps’. The new brand and visual identity represent the physical spaces and gaps in which the business operates, its two-dimensional representation of a three-dimensional space provides flexibility, as well as a consistent and highly ownable visual style. 

The logo is formed by a 3-dimensional frame which represents the physical places at the heart of the brand. The type is set in Johnston, the corporate font of Transport for London and synonymous with the London Underground. The 45° angle of the cubic frame is also reflected in the Johnston typeface, a subtle graphic link to the parent brand.

As part of the brand identity development, we developed a graphic system inspired directly by the logo, this allows text and imagery to be placed into a flexible and highly legible framework across all communications and formats. 

This graphic system has been used to inform other elements of the brand such as a comprehensive custom iconography suite, information graphics, and signage. It creates a distinct visual connection across all touchpoints and applications but still stands out visually in the often safe and restrictive world of public and governmental brand identities.


Credits

CREATIVE DIRECTORAngus Hyland

DESIGNMariona Alegre
Charlotte Selby
Jack Brown
Eoghan McMahon
Daniela Perez
Charlotte Selby
Alex Wright

MY ROLEConcept development & design
COLLABORATORSJohn Grant (strategy)
Ruth Jamieson (copy)
Ashley Johnson (copy)
Anterleena Maiti (strategy)