New image for Regent Street

The first manifestation of a brand identity for London’s Regent Street will be rolled out over the next few weeks, designed by the Small Back Room.

The identity is part of a modernisation programme by Regent Street owner, Crown Estates, which is trying to improve visitor traffic, retail revenue and the prestige of the street.

A brand manual is being launched tomorrow (Thursday) to retailers, lettings companies and “anyone interested in the future of Regent Street”, says Small Back Room project manager Sarah Rahme.

The logo is likely to go live at a Regent Street festival in September in the form of banners and posters, says Rahme.

The Small Back Room is one of the first consultancies to benefit from Regent Street’s refurbishment programme. Design work up for grabs in the future could include street furniture and also retail interiors.