COMPLETION OF BRAND IDENTITY FOR THE FLEET PLACE ESTATE

Publica has completed a brand identity strategy for the Fleet Place Estate in the City of London. The Estate comprises a group of buildings close to Fleet Street, bounded by Farrington Road, Old Bailey and Holborn Viaduct. Commissioned by the property manager, Helix, the aim of the strategy was to increase the visibility of Fleet Place from its surrounding streets and improve wayfinding.

The branding, wayfinding and signage strategy was developed by Publica’s graphic and urban design teams. Publica’s approach was to understand, articulate and enhance the character and identity of the Estate, both spatially and visually, through a process based on research, observation and an understanding of client and stakeholder ambitions and concerns. The branding and design elements work to create a new ‘layer’ on the estate, using a bright colour to draw attention to, and improve pedestrian flow through, the different routes permeating the estate. The choice of typography for the new logo was inspired by the architectural details of the estate’s buildings.

Projects ⋅ June 2022

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COMPLETION OF BRAND IDENTITY FOR THE FLEET PLACE ESTATE