London –The brand identity and launch campaign for London’s first linear park, The Tide, is built around a kinetic logomark.
Created by Droga5 London, the logomark is a fluid, looping strip that takes on different shapes, appearing both organic and futuristic to suggest the park’s natural and man-made elements. Its dynamic nature is designed to reflect the variety of ways the park at Greenwich Peninsula can be experienced. Even in static formats, another version of the shape is always seen entering the frame.
The logomark is the hero element across all communications, including an animated social media campaign for Turning Tides Festival, which will mark the opening of The Tide to the public in July 2019.
‘Always different, always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula – and the different ways Londoners can make use of this new space,’ says Chris Chapman, creative director at Droga5 London.
In a similar vein, we explore how Evolving Communications reflect the extent to which brand communications are no longer static in our Programmable Realities macrotrend.