Think London was the replacement brand for what was previously named the London First Centre. Its job was to persuade businesses to see London as a viable potential home. But as we began to look for visual solutions and symbols, we quickly realised that summing up London’s difference and diversity in one single symbol was a tricky task.
We started looking at skylines. But it was only when we flipped the actual skyline and built a new one out of all the real reasons why you would live and work here, that we started to get somewhere. The parks, the music, the football, the ballet, the fashion – these are the real reasons to be here (amongst many others). Before long we had built a memorable symbol made out of 44 separate icons, and one that we could animate in a cost-effective way.
For invitations and general graphics, we often used the icons as separate graphic devices, effectively ‘mining’ the new symbol for visual devices whenever we needed something to link back to the core identity. In doing so, we created a visual thread that ran through all of their work over a five year period.