Small Back Room brands first London Olympics legacy neighbourhood

Small Back Room has created the brand for London 2012 Olympics legacy neighbourhood East Village, a residential development which will sit on the site next to the Olympic Park.

East Village identity
East Village identity

The name was chosen through public competition and has been matched with a postcode shared with fictional EastEnders district Walford.  

Appointed by development partners QDD and Triathlon in September 2010, the consultancy sought to create ‘a long-term vision, not about property development but neighbourhood and community,’ according to Small Back Room client services director Tim Lewis.

‘[The identity] had to show that this place has the potential to give people more space, more time – through transport links – and  more choice,’ he adds.

A typographic identity showing location also allows for flexibility – ‘We can use it against youthful or classical images,’ says Lewis.

The new community will not be completely open until 2013 when 2818 homes designed by 16 international architects over 11 plots will have been built. 

As such, Small Back Room was challenged with ‘trying to create a picture in people’s minds of what the neighbourhood will be like,’ says Lewis.

Illustration agency Mission and photographers Richard Leany and Mike O’Dwyer were commissioned.

A broad colour palette is being applied across print and online communications ‘to reflect the changing levels of activity – the colours and mood of the neighbourhood.’

Hide Comments (4)Show Comments (4)
  • Edie Pembroke November 30, -0001 at 12:00 am


  • Gary November 30, -0001 at 12:00 am

    I hope the east village club don’t go IP mental on this one.

  • Matt Cox November 30, -0001 at 12:00 am

    They have thrown everything into that one…

  • Tobi November 30, -0001 at 12:00 am

    I would have a look at how this is applied in digital and other applications before judging.

    Although a bit more could have been done with the wordmark I would say.

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