Product category:
Design services
News Release from: Research Studios
Edited by the Marketingservicestalk Editorial
Team on 31 July 2007
Research Studios creates Somerset House
identity
Neville Brody's Research Studios has completed the corporate identity and rebranding programme for London's Somerset House situated on the north bank of The Thames in The Strand.
The new identity, which will be applied to buildings, literature and the venue's website, creates a flexible, modern look for one of the City's finest public spaces The identity itself is based on the rectangular outline of the Somerset House site as seen from an aerial perspective
This article was originally published on Marketingservicestalk on 12 Jul 2007 at 8.00am (UK)
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Neville Brody commented: "Somerset House is a number of things; it is a building, a public space, a venue for public events and a home to galleries and restaurants.
"This combined makes the positioning of Somerset House as a brand quite a challenge - in some cases it owns an event or a space and in others it is a partner and secondary to other brands.
"In all public-facing communication it is an event or partner being promoted, and there in lies the problem.
"How is Somerset House recognised in a primary and secondary sense? The verbal identity aimed to solve this through the use of the phrase "At Somerset House", allowing the building to be branded in conjunction with other parties for example being The Courtauld Gallery At Somerset House.
"It tells people that they are going to something at a particular place, rather than presenting two competing brands they now work together in harmony.
"Ultimately, this venue will have the recall and recognition of the much better known South Bank Centre - the identity we have created allows for this evolutionary growth".
Nick Hard, lead designer on the project, commented: "Somerset House is seen as a host, a location and a portal within the city of London where people can escape and experience something different from their normal day to day life - the visual identity takes on these ideas.
"Using the topographic view of the building, the idea of a tilted square became the iconic visual element for the brand.
"Resembling a portal and the building itself set at a 24 degree angle from the North South axis.
"Typographically choices were made to add contrast but also to allow flexibility within the brand.
"For example, events targeted at younger audiences can be tailored within the guidelines as can corporate literature aimed at driving investment or partnerships.
"Extending the concept of a portal with the "At Somerset House" mark, the square is used to house images on the items such as the website whilst on event brochures the mark has been cut into differing materials and photographed in-situ".
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