Foundation For FutureLondon

Brand creation


Mayor of London, Boris Johnson, announced the plans to create Olympicopolis, a unique and dazzling new home for arts, culture, science and education in Queen Elizabeth Olympic Park – delivering the world’s most ambitious Olympic legacy, driven by cultural regeneration.

The London Legacy Development Corporation (LLDC) is responsible for delivering this legacy by 2018/19. The key part of that is creating a new charity to help realise the potential of Olympicopolis by bringing together the stakeholders and philanthropic investors needed to help make it happen, while also inspiring the community and the wider world.

Branding agency Embrace’s task was to work with LLDC to develop the charity brand, from conception, including name and brand promise, to visual identity and guidelines.


The Vision is to ‘create a dynamic new cultural heart for East London and redefine how to live in a 21st Century city’ so the name needed to live up to this. Through the naming process an ambitious new name was created: Foundation For FutureLondon. A name fit for realising a distinctive new East London, creating a wonderful place to be and improving lives.

The concept for the new logo reflects the coming together of vibrantly diverse partners including the V&A, Sadler’s Wells Theatre, London College of Fashion and UCL. This exciting fusion informed the interlocking letter forms with the gradients and colours designed to compliment the already well established QEOP and 2012 Games brands, but with its own future-forward vibe.

The visual identity and tone-of-voice was the developed to channel the exciting future opportunities plus the dynamism and inspiration of this distinctive, new East London.  A feeling of a catalyst for a new kind of urban living.


Foundation For FutureLondon launched at an amazing event attended by the great and good on the 5th November 2015 hosted by Chairman Sir William Castell. The important work of realising the Olympic and Paralympic legacy, and ensuring Olympicopolis succeeds is underway.

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