Broadgate is a 32-acre office estate based around Liverpool Street Station, and comprises 16 buildings set around four landscaped squares.
WMH worked with estate owners British Land and Blackstone, as well as Broadgate Management, to develop the new identity. Strategy consultancy Klein O’Rorke also worked on the project.
The identity comprises a ‘B’ marque, which is made up of five different colourways, each of which represents a distinct area of the estate.
The differently-coloured triangles around the ‘B’ symbol can be used as individual markers in wayfinding and other applications.
A word marque which says, ‘Broadgate: City of London’ can also sit alongside the ‘B’ logo.
The logo’s colourway is also used in other symbols around the site, such as a wifi logo, to emphasise connection, or a watering can, to reference green spaces.
Garrick Hamm, creative director at Williams Murray Hamm, says, ‘Broadgate has always been a fantastic place to work, however it was clear that the sense of community could be improved.
‘It also needed a continuity of identity, through which we could give Broadgate an enhanced sense of place, to make it more defined.’
The identity will be used across a website, developed by TheTin, as well as estate signage, uniforms, a brand film and other applications.