North brands property developer U+I

The new identity is inspired by a trade union motto of “be united and industrious”.

u+i_Logo_Black_RGB

North has created the identity for property developer U+I, which has been formed from a merger between Development Securities and Cathedral Group.

Cathedral Group was acquired by Development Securities in May 2014 and has been operating as a subsidiary since then. Now the two companies are coming together in a new building in Victoria, designed by Coffey Architects with interiors by Ab Rogers Design.

U+I creative director Martyn Evans says the name U+I is inspired by the history of Morden Wharf development in Greenwich.

The site was near the headquarters of the Dock, Wharf, Riverside & General Labourers’ Union, whose motto was “be united and industrious”.

This has been shortened to U+I and can, Evans says, be used in a number of ways. For example, invitations to the company’s launch party feature the phrase “uncork and imbibe”.

Evans says: “We briefed North to create a classic identity that would stand the test of time. It had to be very simple.”

The black-and-white logo features a line that aims to evoke the horizon, with buildings above and foundations below, says Evans.

He adds: “Every one of our developments has its own brand and we need a corporate identity that can sit on top of these and not interfere.

“It has to look good on a crane 100m up in the sky and also at the bottom-right of a website. It has to be versatile and usable.”

Discover more:

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Comments
  • Richard Merritt November 9, 2015 at 1:47 pm

    Makes me think of the medical abbreviation for Urinary Tract Infection….

    • Chris Hall November 10, 2015 at 10:22 am

      Yup, literally what I came here to say myself. They really should of mum tested this one.

  • Nicola Ratcliffe November 10, 2015 at 10:37 am

    I must admit the first thing I saw was UTI…

  • C G November 10, 2015 at 2:52 pm

    For a company where: “…two companies are coming together…” and calling it ‘You & I’ it seems odd to create a logo where the elements are being separated, broken apart and divided.

  • Aishling O'Brien November 12, 2015 at 2:43 pm

    Yep UTI – Urinary Tract Infection was the first thing that I saw unfortunately, shame as I like it otherwise

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