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.