London Docklands
• Borough Identity •
London Docklands were formerly part of the Port of London, at one time the world’s largest port. The area has now been redeveloped principally for commercial and residential use.
Docklands has almost everything a resident would love to see: good transportation links, restaurants with a variety of cuisines, lots of green areas and parks, an exhibition centre, a concert hall, and even an airport.
However you look at Docklands, it’s a nice place to live, do business, have fun and enjoy life – I wanted to emphasize this message throughout the whole identity.
I decided that the logo should be bright, dynamic and eye-catching. It should take away the current feeling one gets from Docklands, as many still pursue the area as old, boring and abandoned.
The logo itself is a combination of letters 'D' and 'L' derived from 'DockLands', and a wave, representing the river, along which the area is situated.
• Logic behind logo colour choices •
► Living: Safety, stability and wealth. Inspired by the countless green parks, gardens and terraces in Docklands, which have a calming and relaxing effect.
► Dining: Passion, cheerfulness and freedom. Inspired by the neon lights of restaurants along the Thames shore.
► Entertainment: Joy, optimism and energy. Chosen for its meaning, and the warm atmosphere it creates.
► Business: Confidence, intelligence and loyalty. Inspired by the sky reflecting in the corporate buildings.
