British Land’s nature-inspired new look is framed by an up to date Britannia brand, which loses its battle-ready look.
DixonBaxi’s rebrand of property growth and funding firm British Land seeks to better-reflect its sustainability agenda with a nature-focussed color palette and images.
British Land says it seeks to create top quality, fashionable and sustainable actual property, focussing on two key areas: campuses, and retail and fulfilment. Its sustainability technique consists of making its entire portfolio “web zero carbon” by 2030 whereas trying to enhance “social worth and wellbeing” within the communities the place it operates.
In response to Dixon Baxi design director Karun Agimal, the studio has been working with British Land throughout its enterprise for greater than 5 years, “growing technique and placemaking for neighbourhoods together with [London’s] Regent’s Place and Canada Water”. Agimal says this new transient introduced British Land with a possibility “to higher mirror the agility and vitality throughout the firm” throughout the overarching model.
Whereas the British Land brand has been retained, the icon has been simplified and applied throughout the model as a graphic motif and framing machine. Now “unadorned by the Union Jack motif”, Agimal describes the brand new brand as “one which feels extra open, adaptable and stylish”.
It’s used to emphasize tales and “provide a glimpse into life throughout British Land and the environments they create”, Agimal provides. The images framed within the new brand options scenes of life throughout British Land neighbourhoods, campuses, retail and workplace environments. Agimal says: “The pictures have a heat, tactility and sensory really feel, transferring from the macro, shallow depth-of-field to extensive open pictures of individuals having fun with the areas.”
DixonBaxi designer Hollie Sanderson explains how the refreshed model framework seeks to help British Land in “reflecting and speaking its dedication to sustainable selections”, which is seen via each the images and the color palette.
Reflecting British Land’s historical past, the core palette options hues of poppy pink and British Land’s bespoke teal blue. Heat tones impressed by pure environments throughout British Land campuses make up the secondary color palette, together with forest inexperienced, vanilla cream and terracotta peach.
The prevailing firm typeface – the up to date sans serif Gotham – has been paired with the extra conventional ABC Arizona serif. This contrasting mixture goals to mirror each craft and reliability, and modernity and refinement whereas additionally working systematically to spotlight key phrases.
Sanderson says the typography has been designed to really feel “choreographed” with a way on fixed ahead motion. She provides that the pairing mimics dialog and “balances the values of belief and credibility with a contemporary edge”.
British Land’s refreshed branding has been launched internally and will likely be rolled out throughout all elements of the corporate, from investor studies to retail and workplace to HR. Agimal says it has been designed to “fluctuate in quantity from extremely reductive and discreet to expressive and daring” and so it could actually adapt the place required.
