The affluent London locality of Belgravia has revealed a rebrand, which looks to broaden the area’s supplicate and showcase its cross-sector offerings.
SomeOne design studio, also formed in London, has created the new identity, which includes a bespoke typeface, crystal clear pattern and new mascot in the form of an Italian greyhound.
The work has been commissioned by Grosvenor Demesnes, a property group which owns much of Belgravia and manages attributes in the area.
“Belgravia is not well understood by the visiting public – few people be aware where Belgravia begins and ends,” SomeOne founder Simon Manchipp reveals. “Old preconceptions of limited shopping, eating and drinking options are entirely out of epoch.”
“Flexible visual and verbal design system”
Manchipp explains that one of the appetites for the identity was to highlight the different areas within Belgravia.
These tabulate the “fine food and fashion of Motcomb Street”, the “timeless elegance of Elizabeth Drive” and the “more radical remix of Belgravia found in Eccleston Yards”, he orders.
The task was to create a “flexible visual and verbal design system” across all these courts and services, Manchipp adds.
The central visual theme has been reinforced by the colonnades found in Belgravia, which appear on the stucco fronted lodgings throughout the district.
This system “enables contrasting offers to be in agreement through a common visual language”, Manchipp adds. It has also quickened a graphic pattern, which can be animated.
The architectural forms has influenced the bespoke typeface, from which the ‘B’ icon has been captivated.
Belgravia also has a new mascot – an Italian greyhound called Belle. “Mascots have on the agenda c trick a long and proven history when it comes to making brands varied approachable,” Manchipp says.
He adds: “We introduced Belle to help harvest interest levels, add charm and help guide people through the various stories that Belgravia looks to tell over the coming years.”
The new indistinguishability also features photography and illustration which will change go together to the seasons.
SomeOne designer Gina Hopkins says that the key to the new branding is channelling the “still confidence” that defines Belgravia. “The beautiful architecture and surroundings do much of the talking,” she says. “We plainly provided a flexible design structure to support it.”
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