M Worldwide to rebrand London Graphic Centre

M Worldwide is working on a rebranding of art supplies and graphics materials retailer London Graphic Centre.

The consultancy was appointed following a four-way pitch and has been tasked with redefining LGC’s positioning and messaging, based in its vision and core values.

The resulting visual identity which is set to launch in the autumn will be applied to in-store signage, packaging, promotional merchandise and marketing communications, as well as LGC’s website.

LGC, which was founded in 1973, comprises three retail outlets including a flagship store in London’s Covent Garden as well as Internet retail.

Shona Peel, managing director of LGC, says, ’We want to be perceived as an unrivalled graphic art retailer that helps keep the heart of the professional creative design community beating.’

Part of the process has involved meeting members of staff and customers from LGC and getting their perspective on the current branding (pictured).

David Martin, managing director of M Worldwide, says that this was an interesting and rewarding stage as many of the staff have backgrounds or training in design or fine art, while some are practising members of the creative community.

Martin says, ’This is a great project to be working on. Growing up with London Graphic Centre as a brand, this is emotional for a lot of designers and as such it’s great to be involved.’

Martin says the new brand identity needs to keep its relevance and continue to be up to date in order to stay connected to the broad customer base LGC has.