The Beautiful Meme creates colourful brand for City of London’s tallest building

The Twentytwo brand has been created through a collaborative process which has seen the consultancy work with seven creatives whose work responds to the building.

The Beautiful Meme (TBM) has created the branding for workspace Twentytwo, a new 62-floor shared workspace, which will occupy the tallest building in the City of London when it opens next year.

Working with a blue, red and yellow colour palette, TBM went out to seven international collaborators and asked them to each create a piece which responded to a different community space within the building.

Artworks respond to building and form identity

Key spaces in the new building include a gym, a climbing wall, a spa and retreat, a members’ club, communal food hall, entrepreneur working spaces, a lobby where art is displayed and what Twentytwo claims is London’s biggest bike park.

The distinct artworks also form part of a graphic identity system, which is anchored by a Twentytwo wordmark set in a redrawn version of Arial Nova.

The artworks have been created by creatives including illustrators Jonathan Calugi and Merijn Hos, photographer Paulo Pettigiani, and photography duo Baker & Evans.

“Not confined by logo placement”

TBM creative director Tom Sharp says: “We wanted to make sure there was a strong distinction between Twentytwo and competitor commercial property brands. Our goal was to create a contemporary visual style that was consistent in energy and attitude, rather than being confined by rules and logo placement.”

The brand is held together by its bold colour according to TBM creative director Ben Haworth who says, “We feel we have created a brand which can talk to a range of businesses from any sector.

“The language we have created is less about architecture and amenities and more about character and soul.”

The branding will roll out across a website, brochures, events, art prints and building hoardings ahead of the building’s opening.

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