The facility needed a brand that reflected the values of its ‘state-of-the-art meeting technology’ as well as ‘first class catering and excellent customer service,’ according to D.Vision Create.
Jonathan Davis, Creative Director at D.Vision Create says that the new name is ‘precise and succinct’.
He adds, ‘Essentially at 1 Wimpole St, you have the contrast of a beautiful classical building which houses state of the art facilities. We therefore mixed the classic typography with a modern and bold approach in terms of combining the number 1 and the letter I into the logo.’
The building was a source of inspiration, particularly the stonework and masonary, from which letter and number forms were drawn.
‘The corporate colour of vert de gris for example, was taken from the aged bronze serpent sculptures outside the main entrance to the building,’ says Davis.
A tag line, ‘At 1 with conferences and meetings’ has been developed for use on some communications.
Touch-points include signage, stationary, website, brochures, menus and teacups.