The challenge

Back when Boris Johnson was London's Mayor, he announced 'Olympicopolis' to the world – the plans for a new cultural hub in the Queen Elizabeth Olympic Park, to deliver the world’s most ambitious Olympic legacy, driven by cultural regeneration. The London Legacy Development Corporation (LLDC) tasked us with developing a new brand for the charitable organisation that would bring together the stakeholders and investors needed to help make it happen. The project scope encompasses everything from vision and values – ‘create a dynamic new cultural heart for East London and redefine how to live in a 21st century city’ – to naming, brand promise and visual identity. Something inspiring enough to bring the community together.


As a new blueprint for how to live in a 21st century city, 'FutureLondon' was a name able to live up to the vision. The new logo reflects the coming together of vibrantly diverse partners including the V&A, Sadler’s Wells Theatre, London College of Fashion and Smithsonian Institute. This exciting fusion informed the identity of interlocking letter forms and colour blends. The visual identity and tone-of-voice expresses both the exciting and diverse cultural opportunities, and what a new kind of urban living means.

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