The arrival of Bloomberg Arcade, a new culinary and cultural destination in London, created the need for a format-driven identity system that is consciously distinct from Bloomberg’s corporate brand.
Home to independent restaurants, an ancient temple and public art, Bloomberg Arcade is also on the site of a Roman road that has been restored through the development of Bloomberg’s new building in London.
We created a system that highlights, literally, the physical footprint of the Roman road brought back to life by the arcade.
The identity reflects the arcade’s place in the City: its footprint a diagonal line on a map, part of a building shaped by roads at unorthodox angles. The geometry of these lines forms the logic of the system. From the logo’s shape to how photography is dissected, the City's streets are used as a grid for all brand elements.
The font is inspired by the site’s heritage, based on carved Roman letters, possessing a historic and architectural quality.
The system’s high adaptability, operating from small-space digital to gigantic environmental, has unified and amplified the diverse events and activations at Bloomberg Arcade, helping turn it into a world-class destination in the City of London.