London Victoria gets a new identity

Someone has developed a place brand for the London district of Victoria for property developer Land Securities, which owns a large portfolio in the Victoria London region.


Land Securities properties in the area include Westminster City Hall and Kingsgate House, and there are plans for an 81,800 m2 public space in the Victoria Circle opposite Victoria Station.


Someone was appointed directly by Land Securities in April and has sought to design fixed assets and a flexible system based on a V-shaped grid.


This, says consultancy co-founder Simon Manchipp ‘is a scaleable grid which can be used across media.’


The flexible grid will be used for ‘more conversational applications’ according to Someone co-founder David Law while the fixed elements include the wordmark, typefaces and colour systems.


It is hoped that as the brand roles out over the next seven years, people will come to think of Victoria as ‘a destination in its own right’ says Manchipp.

Hide Comments (5)Show Comments (5)
  • Margret November 30, -0001 at 12:00 am

    I love this — Victoria could do with a shot in the arm — and this does precisely that.

    Great branding.

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

    Great work from SomeOne again.

    They are on a roll.

    I love triangles.

  • A Shubber November 30, -0001 at 12:00 am

    Nice work Someone…the ‘triangle’ represent of the Cardinal Place’s

  • Rick Sellars November 30, -0001 at 12:00 am

    You must viewing a different set of project images
    to me. Very uninspiring.


    A flexible grid for more conversational applications?

    Come on. Lazy and derivative!

  • leslie Macleod-miller November 30, -0001 at 12:00 am

    The Victoria branding is a wholly misguided exercise and will damage the prospects for quality retail /commercial investment

    I believe that land securities are sleep walking into a long-term strategic blunder without the benefit of professional branding analysis and those who care about the commercial future need to object in the strongest terms without delay The Victoria branding is a fundamental mistake based on Land Securities misconception or denial of the associations of the Victoria name – rather than having connotations of royal connections and green parks ( they really believe this !) it means chaos, a down market thoroughfare needing a major makeover , a work site , peak hour commuting , noise and transience – a place to pass through as quickly as possible by necessity – it will take decades to rid the name Victoria of those qualities

    Why are we giving up the Westminster brand to take on this albatross of Victoria

    Other London destinations which attract high quality retail such as Notting hill , Primrose hill and Marylebone village have emphasized local community amenity so I suggest that a concept of Westminster Village would attract investment and have international positive recognition . There is a serious point to this – I think they are dragging us to a negative perception with all of this Victoria branding – and simply styling a logo or adding purple make no difference

    It is equivalent to clinging to the name of the Dome rather than changing it to O2 – but actually worse as they are rebranding an area that already has some quality with that of a railway station – will Belgravia be forced suffer the same fate

    I cant believe that this has really been the subject of any competent analysis but feel we need to catch this before they have gone much further and damaged the areas long term future

    Kind regards
    Leslie MacLeod-Miller

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