A SCHEME to brand the emerging London cultural quarter of Cityside is being launched by five arts organisations from across the City of London.
Lloyd Northover Citigate has created a Cityside identity, for a concept initially launched by The Barbican Centre, Sadlers Wells and City University.
The project will seek to unite community businesses behind the new Cityside logo, encouraging them to adopt the label in print and everyday speech, along with the strapline “Around the clock – Around the corner”.
“The brief focused on perceptions of Londoners, not international visitors, so we did not have to try too hard to explain the actual area. It wasn’t meant to be a rigid map – in a way it hasn’t got any boundaries,” says Lloyd Northover Citigate project manager Jackie Walsh.
The five main partners, including the Museum of London and The Guildhall, are pledging 15 000 each to promote Cityside within the community.
They define Cityside as London’ s entertainment, arts and cultural quarter from Angel to St Paul’s, with St John Street as its backbone. The area incorporates the cafÃ©s of St John Street, the jewellers of Clerkenwell and the loft-dwellers of Farringdon Road.