Places for London

The brief was to create a strong brand identity for the business that reflected its position as a standalone commercial enterprise while demonstrating its relationship to TfL. The brand identity needed to be highly accessible and inclusive, and work alongside the brands of TfL, the Mayor of London and other partners.

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The new brand and visual identity represent the physical spaces and gaps in which the business operates, its two-dimensional representation of a three-dimensional space provides flexibility, as well as a consistent and highly ownable visual style.

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Throughout the project, Pentagram and Places for London worked side-by-side to ensure the wider internal and stakeholder teams were brought along on the journey.

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