Creating a colourful identity for one of London’s biggest business districts

Broadgate has been given a new look by Dn&co, which looks to “change perceptions” of the area and showcase its cultural offering.

Dn&co has developed the place branding for Broadgate, one of London’s largest pedestrianised neighbourhoods and business districts.

Connecting the City of London, Shoreditch and Spitalfields, Broadgate is owned by British Land and GIC, and features a number of public spaces, shops, restaurants and other businesses.

Dn&co was commissioned to create a new brand strategy and identity for the district as part of a £1.5bn redevelopment masterplan, which aims to “change the perception of Broadgate”, says founder Joy Nazzari.

“We helped Broadgate define a clearer sense of purpose as a place of inspiring energy that connects, empowers and surprises people. The bold identity captures the energy of one of London’s fastest changing destinations, and breaks away from traditional B2B (business to business) communications to engage a wider consumer audience across London and beyond,” Nazzari adds.

The new identity is based on a “kinetic B” logo that can adapt its shape, colour and scale. The consultancy has developed an interactive tool that generates endless different static and animated versions of the logo, which can be used across various applications.

“In use, the “kinetic B” can be both whole or cropped, filled or outlined, graphic or textural — it becomes an edge to cross, a line to follow, and a window into the moving world of Broadgate,” says Dn&co creative director Patrick Eley.

A varied colour palette of purple, turquoise, salmon, green and blue aims to “break from traditional business conventions”, Eley adds.

The new brand for Broadgate launches this month. The identity will roll out across physical and digital touchpoints such as installations, social media and merchandise.

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