Broadgate

Euclid Flex, part of Euclid typeface in use for the logo, paired with Gotham (with alternate a) and Lyon for the branding of Broadgate, a London neighbourhood.

Connecting the City and Silicon Roundabout, this neighbourhood was perfectly placed but poorly perceived. We created a brand strategy and identity to capture the excitement around Broadgate’s reinvention — asking people to imagine what could happen where innovation and finance play.
–– dnco

Broadgate connects and contains diverse areas, each with their own unique character, services and experiences, and will go on to include many more. Wrangling these into a singular coherent identity, one that is inclusive yet with a definitive identity and without the preconceptions of typical B2B communications was a critical part of the challenge.

This was achieved through a generative and kinetic B; a dynamic and constantly shifting container and outline. This motif, alongside a contrasting dark and light colour palette and complementary type treatment, serve to unify posters, business cards, tote bags, website, installations, social media profiles and merchandise.
— Richard Baird, bp&o