The consultancy was appointed last year by the Canary Wharf Group which is looking to better reflect its position as a mixed use developer which also specialises in other areas including arts and events.
The Canary Wharf Group owns a number of developments across London including The Shell Centre, Newfoundland on the Canary Wharf Estate – which is being transformed into a ‘lifestyle destination’ – and 20 Fenchurch Street (The Walkie Talkie building).
Sutton Young partner Mike Sutton says, ‘They haven’t ever really had an identity but there are numerous companies within the group – all kinds of contractors and management services – they all have their own identities but need one umbrella which still allows them to breathe.’
The new identity features a mark depicting an abstract tower with two more either side and a bespoke typographic word mark
‘It’s very fluid, like a continuous ribbon and suggests a group and also a w on water,’ says Sutton.
The identity establishes a core palette of gold and black. Other parts of the business will receive new colour palettes in due course according to Sutton, who says ‘The construction side of the business will be in deep yellow, and silver will be used for arts and events and a concierge service.’
A new website is about to go live and Sutton Young is now working on a new signage programme.