Creating a distinctive brand for a new waterside neighbourhood steeped in heritage yet appealing to the young modern London market
Our brand was inspired by the locations dockside heritage. The proposed brand mark celebrates the heritage of the sites shipyard history and transport connections. We created a customised stencil typeface based on the font Johnston ITC, a humanist sans-serif typeface designed by and named after Edward Johnston. It has been the corporate font of public transport in London since the foundation of the London Passenger Transport Board in 1933. The lettering has been used upper case and given a stencil treatment as a nod to how branding was applied to shipping freight containers when the dock was an active and vibrant shipyard. The logo sits within a square frame which further references the containers.