Hat-Trick brands London icon Centre Point

Hat-Trick Design has created a new identity for iconic London tower Centre Point, which is being redeveloped into apartments, with a new public space at the base.

The new Centre Point identity
The new Centre Point identity

The consultancy has been working with developer Almacantar, which has just been granted planning permission for the ambitious scheme. The developer says it is aiming to make Centre Point the ‘epicentre’ of central London.

Hat-Trick has been working on the project for around two years and also brought in fashion and design consultancy Eley Kishimoto, which has created a series of patterns inspired by Centre Point’s architecture.

Eley Kishimoto's pattern sketch, based on the building's architecture
Eley Kishimoto’s pattern sketch, based on the building’s architecture

Eley Kishimoto patterns on the Centre Point book covers
Eley Kishimoto patterns on the Centre Point book covers

Jim Sutherland, creative director at Hat-Trick, says, ‘It is a wonderful building I think, that’s never been fully appreciated. It’s such a lovely graphic expression, in terms of shapes and façade.’

The main visual identity is based on Centre Point’s iconic sign, which Sutherland says, ‘is visible all over London’. The typeface is a redrawn cut of Optima, with an inline to reference the lit sign.

Part of the Centre Point sign
Part of the Centre Point sign

Hat-Trick also created a coffee-table book with 34 chapters (one for each of the building’s floors) that has been designed in the shape of the Centre Point building.

The limited-edition Centre Point book, designed to look like the building
The limited-edition Centre Point book, designed to look like the building

A limited-edition large-format piece features a dust jacket with architect Richard Seifert’s original plans and elevations, while pocket editions have different patterned covers.

Architect Richard Seifert's original plans in the dustjacket of the Centre Point book
Architect Richard Seifert’s original plans in the dustjacket of the Centre Point book

Hat-Trick is working with The Neighbourhood on digital applications, which include apps, films and websites.

A new Centre Point blog, developed with RE Systems, features photos, videos, sound and stories about the building, each of which slots into place. Sutherland says this will ‘effectively build the building over time’.

The Centre Point blog
The Centre Point blog

Hat-Trick is currently working on a sales marketing campaign, which will launch over the next 12 months

Redevelopment of Centre Point is set to start next year and complete by 2016.

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  • Random Number November 30, -0001 at 12:00 am

    Sorry, couldn’t resist 🙂

    Isn’t Centre Point like a homelessness charity and now their iconic building is to be used for bouji apartments. How ironic, too funny

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