Exhibition Road

We were asked to create a ‘virtual’ brand to position Exhibition Road as London’s premier cultural quarter. The Exhibition Road Project is an ambitious design scheme, supported by RBKC and Westminster City Council, to transform the public environment, re-energising the newly created space as a cultural and educational resource.

Our challenge was to bring together 16 institutions – including the V&A, the Royal College of Music, Imperial College, the Natural History Museum, the Royal College of Art, the Goethe Institute and Institut Francais – to develop a bold yet flexible identity and distinctive tone of voice for the quarter’s marketing communications.

Building on the original aims of the 1851 Great Exhibition to promote education among people of all ages and backgrounds, we developed a brand strategy which would position Exhibition Road as a place which was intellectually aspirational, yet within everyone’s reach – where the arts meet science.

We created an ‘X’ symbol containing the name Exhibition Road, and a language based around words with the prefix ‘ex’ which allowed a wide variety of events to use the new identity in a bold yet consistent way. We also developed a brand architecture, which clearly articulated the relationships between partners, events and sponsors.

www.exhibitionroad.com

Design by: Forever Studio