The BBC's former headquarters in London’s White City will be repurposed as a housing and entertainment complex following the broadcaster's exodus from the site.
Imagery and branding for the Television Centre, which was previously home to the BBC for half a century, has been released by developers Stanhope and Mitsui Fudosan.
Marketing consultancy Prophet designed the brand identity for the historic British space. In particular, the logo (pictured below) represents the circular courtyard at the heart of the Television Centre.
When completed in 2017, the 14-acre site will host a Soho House club, 950 apartments and townhouses, offices, a hotel, shops and restaurants – in addition to the BBC Studios and its post-production team.
Simon Myers, a partner at Prophet, said: “Instead of launching with a glossy brochure that simply outlines the floorplans and flogs the fixtures and fittings, the focus was on creating a place first and foremost - a place as enticing to visitors as it is to businesses and residents.
“With Mark Ronson launching his new album there on Friday, Television Centre is quickly becoming a new centre of gravity for West London.”
Kay Chaston, managing director of Television Centre OpCo, added: “The team at Prophet have delivered a truly engaging brand for Television Centre and given us the direction we need to tell our story and attract people from across the UK and beyond.
“We are a complex project and already incorporate several industry leading brands. It was a big challenge and we couldn’t be happier with the work.”