2Tempo rolls out fresh identity for City of London Police

The City of London Police steps out with an identity designed by 2tempo this month.

Advertising and print material launches this week, followed by stationery and the website, www.cityoflondon.police.uk, later in April. A full revamp of uniforms and vehicle livery is due within the next six months.

According to 2tempo creative director Gareth Simpson, the work follows the rebrand of the City of London by David Pocknell, which launched in June last year.

‘The City of London Police is part of the City of London and the logo had to be updated to reflect that. The two need to tie quite closely together yet also stand apart as individual identities,’ says Simpson.

The new marque uses the same typeface as the City of London, but retains individual elements, such as the chequered pattern that is mandatory throughout Britain’s police forces.

‘It was interesting to develop a logo for a police force,’ says Simpson. ‘It’s important to give it strong visibility, even from a distance, and, of course, it needs to be instantly recognisable by the general public. Overall it needed to be quite a sturdy design.’

2tempo was appointed to the project in December last year without a pitch on the strength of its relationship with the City of London.