British Land and Blackstone complete Broadgate rebrand
British Land and Blackstone have completed the first stage of a rebranding and repositioning exercise for the Broadgate estate, London.
Design agency Williams Murray Hamm were commissioned to communicate Broadgate’s status as a business destination through a new identity, developing a two part logo, graphic language, brand guidelines, estate signage, uniforms and a brand film to do so.
A new website, developed by TheTin, was developed in conjunction with this work.
Adopting a colourful Broadgate ‘B’ the design is intended to communicate vibrancy and has been adopted as a consistent symbol. A number of improvements have also been made to the wider estate including the use of distinctive colour palettes for five separate areas and the formation of a ping pong league and chess tournament.
Garrick Hamm, creative director and partner of WMH said on designing the new brand: “Broadgate has always been a fantastic place to work, however it was clearthat the sense of community could be improved. It also needed a continuity of identity, through which we could give Broadgate an enhanced sense of place, to make it more defined. Now people that work there feel that they ‘belong to Broadgate’, and have a renewed sens of pride and enjoyment in where they work and play.”