New profile for Adshel by Pentagram and PSD

Adshel, the international street furniture-as-advertising group, is strengthening its brand in the UK with the launch of new staff uniforms, van liveries and design plans for its international research and design centre in London.

Richmond group PSD Associates has created new van liveries and staff uniforms, while Pentagram Design is working on the R&D centre.

According to a PSD spokesman, the uniforms, which roll out in January, take their inspiration from utility-style clothing.

“The red and silver of the van livery forms the basis of the new staff uniforms, which are designed to be durable work wear, as well as getting the Adshel brand name out there,” says PSD director Barry Jenkins.

Adshel international communications director James Craven says design has always formed an integral part of the company’s philosophy. “The new London R&D centre is an international showcase for Adshel, so we wanted a design-led building that would represent our values. The van liveries and uniforms will lend the Adshel brand more consistency on a street level,” he adds.

Pentagram has completed the designs for the Adshel centre in west London, including five residential apartments. The plans have been submitted for planning permission, with results expected in December.

The project, headed by Pentagram partner Lorenzo Apicella, aims to provide Adshel with a building that has a higher public profile. The new premises will face Cromwell Road, near Earls Court.

The design plans include a substantial garden elevation, which expands on the existing, enclosed garden pavilion.

“We are growing the language of Adshel’s R&D centre to give the company more public presence,” says Apicella.

The work represents phase two of the consultancy’s work for Adshel. Phase one included the design of bus shelters, new identity graphics for the company and Adshel’s existing R&D centre, and was completed in 1998 (DW 2 October 1998).