As part of this mini brief project, we were required to research the history and context
of the Southbank Centre and collect as many brand touch points as we could, both on
and offline. Then, we got asked to map the touch points of our journey onto a unique psychogeographical map, portraying the essence of the brand.
of the Southbank Centre and collect as many brand touch points as we could, both on
and offline. Then, we got asked to map the touch points of our journey onto a unique psychogeographical map, portraying the essence of the brand.
The Southbank Centre is the heart of London's cultural life
They are the largest arts centre in the UK and one of the nation’s top five visitor attractions. They seek out the world’s most exciting artists, and give them space to showcase their best work.
History
The history of Southbank Centre starts with the Festival of Britain, held in 1951. The Festival of Britain aimed to demonstrate Britain’s recovery from World War II by showcasing the best in science, technology, arts and industrial design.
The Royal Festival Hall is the only building from the Festival of Britain that survives.
The Brand
The Southbank Centre was rebranded by North in 2017.
The logotype design and serif font choice was inspired by Southbank Centre’s brutalist architecture and the original Festival of Britain identity.
The rebrand uses yellow as the core colour to identify the boundaries of the centre’s physical site, while also helping it stand out in the cultural sector.
Cultural Hotspot
I believe the essence of the brand is “cultural hotspot”, as they believe in the power of great art and culture to bring people together; they promote unbeatable cultural experiences to new audiences; their creative learning and participation activities help everyone express their creativity and explore their potential; the venues are one of London’s favourite meeting spot, with restaurants, bars, street food markets and dramatic riverside views.
The Concept
My goal was to map the touch points and the cultural background of this place based on the physical positioning of the buildings.
This would allow me to ‘fill’ the spaces of the buildings with what the brand offers and the history it carries.
Mapping the Brand
The essence of the brand is portrayed on this map by combining the different brand touch points in a poster piece.This map, is full of information about this place, its history, its dynamic, values and beliefs, & of course what they offer to the public.
It was designed based on the layout of the actual buildings, aiming to symbolise the vast cultural practices that take place at the Southbank Centre.
