Alan Fletcher and Marketplace have collaborated on design work for a £1.6m privately-funded consortium the New West End Company, which launched on Wednesday 19 June.
NWEC members are property owners and retailers from around Bond Street, Oxford Street and Regent Street and aim to maintain London’s West End as a world class shopping and visitor attraction by working together on street cleaning, security and other revitalisation programmes.
The idea is based on the ‘business improvement districts’, which have been used to reduce crime and littering in New York City, according to NWEC chief executive Helen Robinson.
The red flower logo features six individual petals – two for each of the streets – and symbolises the new blossoming of the district, Robinson says.
‘We have red buses, Beefeaters, telephone and post boxes, flags, crests and pageantry, so it is very fitting that NWEC should adopt London Red as its corporate colour,’ she adds.
Marketplace has applied the identity to stationery, signage, uniforms, machinery and marketing material.
A brief for the masterplan of the area goes out to stakeholder consultation this week and the NWEC board is expected to decide on 8 July whether it needs a website.
Fletcher was invited to create the NWEC identity by Robinson and former BAA design head Raymond Turner, who is advising Robinson on design management and is a consultant to Marketplace.