Campbell Hay bottles the spirit of Islington Square and its many offerings in its flexible rebrand

The branding for Islington Square, a mixed-used development located in the London borough of Islington, needed a bit of a shake-up. Its previous brand was aimed towards residential sales. But now, as an established destination, its brand needed to capture the vibrant experiences and retail offerings found throughout its boulevard and arcades, centring more on what the place had to offer. Campbell Hay, who was tasked with reimagining the branding, understood this shift in focus. “The original brand was focused on selling high-end, luxury apartments at Islington Square and it was a reflection of the lifestyle that comes with that,” Design Director Wai Ming Ng tells us. “The rebrand needed to be more approachable and accessible to a different, and in fact wider audience.” To make a start, the team began taking cues from the architecture of the place itself. As Senior Designer Carolyn Ang points out, the entire identity revolves around the “arch shape, creating a connection with the two big Edwardian style arches through which you enter the site. Being an integral part of the brand, the arch is used in the logotype, bespoke typography and the key visual assets of the brand.” The ‘arch’ is ever present in the brand, and is perhaps the first thing one spots when looking at the various graphic expressions – especially the logo – becoming a central, recurring motif that ties the identity to the physical location of Islington Square. The arches show up elsewhere too, such as in the bespoke letterforms integrated into the brand’s logotype and signage. The curves are built into the shape of the characters, such as the ‘N,’ ‘H,’ and ‘R,’ turning the type into a seamless visual extension of the arch in the logo. To support the custom letterforms, the team handpicked Stabil Grotesk and Reckless. “We chose Stabil Grotesk as it is a distinct sans serif with rounded features and big counters and apertures, creating an approachable and friendly look and feel,” Ang explains. “We paired it with Reckless as the primary typeface for content; it’s a modern serif typeface that adds a touch of warmth and elegance to the brand.”