SomeOne helps recreate new brand identity for London Victoria
Design practice, SomeOne, has worked with Land Securities to establish a new identity for the Victoria district of London, set to evolve over the next seven years as major changes to the area take place.
Often seen just an area to pass through the new identity created by SomeOne aims to make Victoria a destination in its own right.
Already changes and developments are taking shape, as you exit Victoria Station and look to the corner of Bressenden Place and Victoria Street, you will see the entrance to Cardinal Place – one of the most significant developments in Victoria for decades – home to sectors seldom seen in the area before, including Microsoft, 3i and Experian.
New retail and restaurants brands have also arrived, including a new Marks and Spencer anchor store, and there is the SW1 Gallery, complete with roof garden, and 124 refurbished apartments.
David Law, co-founder of SomeOne, said of the project: “We have set up two sides of the visual brand identity, one fixed set (wordmark/typeface /colour systems) to be used in a broadcast manner where badging is required, and another - employing the 'v-grid' for more conversational applications.”
Of all areas in London, Victoria could be the one set to change most radically over the next ten years.
Already underway is the redevelopment of 62 Buckingham Gate and Wellington House, with the latter marking a significant new chapter for Land Securities as they extend their reputation for commercial and retail developments into the residential sector. There are also plans afoot for improvements to the Victoria Circle line.
Therese Severinsen, design partner at SomeOne, added: “We are delighted to have been able to part of Victoria’s future - working with Land Securities has been a fascinating process and one we hope will continue as Victoria begins to realise its true potential.”