Think London

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.

At first the symbol's complexity seemed overwhelming, but we soon discovered that it worked very well at all sizes, and especially well at huge sizes in their head office at Canary Wharf.

Here the wide-use version is etched out of a vast glass wall.

From the earliest applications we wanted the symbols to be useful visual material for telling Think London's many stories. For this report cover we stacked the logo's icons to create charts and graphs.

For the front and back of this report we sliced the symbol in two to make the appropriate point about the burgeoning global market for careers.

By choosing blue as the lead colour, we could also allude to the river Thames when necessary. So for these web headers shown above the link was subtle.

In other cases, such as this concertina leaflet, the blue line of the river became the linking device running through the design.

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.