Golden Square, Celebrating a London Local(e)
Client: Self Initiated Project
Services: Branding, visual identity & web design
Year: 2019
Services: Branding, visual identity & web design
Year: 2019
Located in the centre of Soho, this small community hub has long been a staple of London's vibrant and multicultural identity. This self-initiated branding project sought to renew interest in Golden Square and position it as a paradox of tradition and modernity. By contrasting the London of old with the society of now, visitors to Golden Square can appreciate the locale's significance as a rich piece of the city's history whilst also enjoying the mix of restaurants, cafes, bars and events which surround the square.
Despite being redeveloped for differing purposes over the years, the constant presence of the square's irregular quadrangle has always been a reflection of the area's unique inhabitants and personality.
Drawing wide inspiration from the square's varied past—going from an upperclass dwelling in it's creation; to a less reputable area written about by Charles Dickens, to the centre of London's yarn and wool trade and even being excavated as an air raid shelter during World War II—the visual identity surrounds the passage of time and new directions the square has seen because of it. This was captured by the contrast of a more rustic, subdued colour palette being offset with vibrant, energetic bursts of red in addition to the pairing of a serif with a sans serif from a typographic perspective.
The logotype is a modern twist on old Victorian street signage whilst the mark is a nod to the irregular geographic shape of the square itself—the only feature of Golden Square left unchanged by time.
Poster
Image Treatment
Tote Bag
