London’s Canada Water District Invites Nature To Run Its Course In Fresh Rebrand
Image via DixonBaxi
London neighborhood Canada Water has unveiled a fresh new look, thanks to its bright new rebranding campaign. It comes as part of the Canada Water Masterplan, a scheme which plans to regenerate the area.
Design consultancy DixonBaxi has given the area a radiant new look inspired by the natural landscape, tinged with hues of blue, green, and yellow. The vibrant colors are combined with a simple, clear typeface, displaying optimistic phrases such as “Space to Think” and “Space to Explore.” The logo unites both words in the name, with the upward tick in the ‘A’ character expressing positivity, to indicate an element of connectivity.
“We chose ‘Karelia’ as the primary typeface for its organic curvature and contrasting geometric forms for a distinctive look while typographic layouts feel conversational and evoke a sense of rhythm and journey,” explains DixonBaxi on its website.
Its aim? To capture the “multidimensional richness, diversity of the neighborhood, and connections with nature and London’s center.” Its central idea, ‘Lead the Change’, was inspired by Ada Salter and Marc Isambard Brunel, who were both born in the neighborhood.
Even the colors’ names reflect the rich culture of the area: Harmsworth Blue, Brunel Clay, Dockside Blue, to name a few.
Image via DixonBaxi
Artist Jay Cover also contributed to the rebranding, partnering with DixonBaxi to create the series of line illustrations peppered throughout the campaign. The simple yet charming pictorials create mini stories, summing up elements of life in Canada Water.
“What I love most is the brand’s exceptional flexibility,” says Alexandra Maclean, Canada Water’s Head of Marketing. “It manages to capture references to a proud past and exciting future with a spirit of constant change and optimism.”
[via It’s Nice That, image via DixonBaxi]
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