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Rebranding Victoria, London's Heart Of Tourism, For Locals

As the central district begins a seven-year redevelopment, design firm SomeOne aims to extend its appeal.

In London, a city chock-full of landmarks, the Victoria district has its fair share of notables: Buckingham Palace, The Tate Britain Museum, Westminster Abbey, and Downing Street, to name just a few. But to locals, the area is maybe most clearly defined by its bustling train station and busy tube interchange—a place to pass through, not stop and stay a while. As the area embarks on a massive redevelopment (spearheaded by Land Securities) to be spread over the next seven years, the time was right to establish its identity: Local design agency SomeOne has set out to show locals and tourists alike what SW1 has to offer.

In some ways the campaign will act as a large-scale, long-term, pardon-our-dust display for projects like the ambitious Victoria Circle. "Any building work needs explanation, and it was felt that at the beginning of this transformation it would be smart to tell people what was going on behind the scenes," SomeOne founder Simon Manchipp tells Co.Design. In order to convey the promise of what’s to come combined with the reality of what’s already there, the team opted for a clever "V" motif that allows for "modular and adaptive" messages throughout the effort—and that’s intentionally as close to a mark as SomeOne decided to get.

"We believe that visual brand identity extends way above the creation of logos," Manchipp explained (gentle words from someone who once opined that "Logos are dead"), and his team worked with ad agency VCCP Blue to create an "ecosystem of assets" that would unite typefaces, photography, icons, sounds, and color systems throughout all communications.

It doesn’t have the heart of Shrewsbury, but the slick design should assuage those who live and work in the region and might just tempt commuters to pop above ground for a visit. "Victoria is way more than a place to travel through—this is a destination in its own right," Manchipp says. "It’s time to let people know what they might be missing as they dash past."

(H/T Under Consideration)

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  • Chris Kelly

    I pass through Victoria station every morning. For me this branding doesn't come close to representing this area of London now or in the future.

    Victoria is a very very busy place, apart from at specific times and in specific areas, where it is very very quiet (for London). Old meets new, rough around the edges and highly polished in other areas. Theres a strange sharing of space between quick Londoners who know where they are going and slow tourists who havent got a clue. It reorganises itself for busy and quiet times.None of this present in the highly corporate branding above. Could you replace the word 'Victoria' with any other city or area name? Yes. Does this highlight the dull chain restaurants that are gathered in one corner where hardly anyone walks? Yes. does this look good on a boardroom table with people who've only been to Victoria on their way to a stage do in Brighton? Yes.

    This doesn't represent the area at all. Sorry, this is highly crafted, but dull and safe.

  • Leslie macleod-miller

    The Victoria  branding is
    a wholly   misguided  exercise and will damage the prospects for
    quality retail /commercial   investment


    I believe that land securities are sleep walking into a long-term
    strategic blunder  without the benefit of
    professional branding analysis and those who care about the commercial future
    need to object in the strongest terms 
    without delay    The Victoria  branding is a fundamental
    mistake based on Land Securities misconception  or denial of the
    associations of the Victoria  name – rather than having connotations of
    royal connections and green parks ( they really believe this  !) it means
    chaos,  a down market thoroughfare  needing a major makeover , a work site , peak
    hour commuting , noise and transience – a place to pass through as quickly as
    possible by necessity – it will take decades to rid the name Victoria  of
    those qualities


    Why are we giving up the Westminster  brand to take on
    this albatross of Victoria


    Other London destinations  which attract 
    high quality retail such as  Notting
    hill , Primrose hill and Marylebone village have emphasized local community amenity
     so I suggest that   a
    concept of   Westminster Village would attract investment and have
    international positive recognition  . There
    is a serious point to this  -  I think they are dragging us to 
    a negative perception with all of this Victoria branding  - and simply
    styling a logo or adding purple make no difference


    It is equivalent to clinging to the name of the Dome rather than
    changing it to O2 – but actually worse as they are rebranding an area
     that already has some quality with that of a railway station – will
    Belgravia be forced  suffer the same fate


    I cant believe that this has really been the subject of any
    competent analysis but feel we  need to
    catch this before they have gone much further  and damaged the areas long
    term future


    Kind regards

    Leslie  MacLeod-Miller


  • Guest

    I think you've totally missed the point. This is a signal of new Victoria. It has to last 7 years. So they have created a vehicle to adapt to a changing script and a variety of stories that don't yet exist. The V is a a smart way of tying it back to the brand Victoria.

  • Graham Thomas

    I disagree. That’s addressed in the V device (6th image?) which appears to encourage the old vs new, shabby vs slick, quiet vs busy, park vs city conflict, and looks like it was specifically designed for the victoria you describe.