A space in motion: Campbell Hay details its fresh look for the London neighbourhood, Angel Islington

Home to a broad offering of eateries, entertainment, antique stores, boutiques and more, north-east London’s Angel Islington is a region with plenty to enjoy, and plenty more to look forward to. This, in part, has been thanks to the efforts of the Angel Islington Business Improvement District (BID), who, since 2007, have been supporting local businesses and the neighbourhood. However, with a B2B-focused brand image, they sought to revitalise their look. Working with London-based creative consultancy Campbell Hay, they aimed to place a greater emphasis on the area’s rich cultural, creative and commercial offering – something broader that could speak to both residents and visitors. As part of the new brand image, the logo – a shifting, flexing rhomboid – was directly inspired by the team’s findings. “Angel is an inherently progressive area,” Designer Director Wai Ming Ng tells us, “open-minded to new ideas, welcoming to new approaches. It’s proven to always be ready to improve, adapt and refine, and we wanted the brand to reflect this character. As we build a new chapter for Angel Islington, we have an identity that is free to shape a new heritage.” The way it moves aims to capture this vibrant energy, and, according to Designer Miles Hammond, provides “a range of dynamic visual approaches that offer the freedom to elevate the brand’s output in a way that doesn't constrain us to a single treatment.” Fittingly, the identity’s typefaces come from Colophon – a foundry who’ve been based in the heart of Islington for over 10 years. For this project, the team opted for the pairing of Manner and Relative, a balanced duo that result in playful and bold applications. “The headline typeface, Manner, was chosen for its characteristics as a contemporary serif with a warm, editorial personality to be used across the various deliverables. For the wordmark and supporting copy, we chose Relative, a confident sans that would pair nicely with Manner and be legible at small scales.”