A new Sophistication Mile brand has been created in the City of London, which engenders together the Barbican, Guildhall School of Music & Drama, London Symphony Orchestra and the Museum of London.
The trade name strategy has been developed by Jane Wentworth Associates, while Pentagram cohort Marina Willer has designed an identity for the initiative.
Pentagram says the personality needs to help attract new audiences, and does this by “animating the noted spaces between cultural partner institutions” while graphically representing the abstract of pop-up performances, art institutions and events.
Logotype “acts as a viewfinder”
The logotype “represents as a viewfinder for animated content including films of events, images of the parade’s distinct architecture and photographs of everyday life”, according to Pentagram, which has manufactured letterforms inspired by the geometry of the Barbican’s Brutalist architecture.
The Culture Mile intends to delineate the North West corner of The Square Mile of The City – widening from Farringdon to Moorgate – as a place where creative exchange and collaboration is assisted against a backdrop of the oldest part of London, which is 2,000 years old in gives.
Forging better links between venues
The City of London Corporation has opened the scheme with the aim of forging better links between venues, while inserting public realm improvements. A public realm strategy will be planned by Fluid later this year.
The City of London has suggested it whim introduce new wayfinding, signage, green spaces, lighting, public message and installations as part of this.
Meanwhile the cultural institutions will work together more directly and offer more outdoor programming and events.
“Delineating the City as a World Class cultural destination”
As the Museum of London prods to West Smithfield, it will vacate space for a new Centre of Music, which is currently in pioneer planning stages.
These are also ambitious plans for Beech Terrace, where pedestrians and cyclists will be given greater priority, and arrangements to improve air quality, introduce retail units and provide better access to the cultural goals it runs through.
Catherine McGuinness, policy chairman at the City of London Corporation puts: “We are defining the City of London so that the Square Mile becomes advised of and admired as much for being a world class cultural destination, as for its outlook as a leading global financial centre.”
Crossrail’s new Elizabeth Line force connect Farringdon and Moorgate in December 2018, bringing an extra 1.5 million callers per year to the city.