Brief: create a brand that can be used and owned by the people and companies within the Square Mile.
The City of London is a responsive powerhouse of thinking and like a living brain changes daily as it reflects on life. We wanted every execution for this brand to be capable of change, reflection and vibrancy.
4 categories, 4 colours.
Unlimited variations of 'logos'.
The flexible mark reflects the ever-changing City of London. The content of the brand is entirely generated by the people. No one knows better theSquare Mile than who is working, living and experiencing it.
They will have the opportunity to completely change the stereotype which the whole world has about the City, if they are willing to.