London – DixonBaxi’s new identity for Regent’s Place puts the local community and environment at its centre.
The updated branding features an R-shaped logo inspired by its central London location, where three areas dedicated to art, science, research and creativity – Fitzrovia, Camden and the Knowledge Quarter comprising Euston and Bloomsbury – intersect.
In a bid to promote 'ecological integrity, engagement, and inclusive participation’, the branding consultancy hosted local community and business workshops to have an input in the rebranding. DixonBaxi is also championing responsible urbanism, with consideration paid to the environment across the Regent's Place identity, from the use of soy-based inks on posters to reclaimed wood signage and air-purifying paint.
‘Regent’s Place has a strong history of inclusivity and community focus... We have used this base to develop an exciting new brand that truly embraces an environmentally and socially conscious future for all. A place where people and planet thrive,’ says Katie Mansfield, marketing director of British Land, developer of Regent's Place.
In major cities, place branding is helping to authentically tell the story of an area, its community and culture. For more, explore this opinion piece from Chris Chapman, head of art at Droga5.