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For years, the city of London has been known as a hard working, busy metropolis of tall buildings, finance and power. This is about to change, as the square mile is no longer just about work, but also play. The secret restaurants, bars, clubs and other fun stuff that hide away from the 9-5 worker are not portrayed in the cities image. With this re-design, work and play will be brought together with style, making the city feel as one.

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Pantone 2425C 100%

40%

Pantone 382C 100%

40%

Pantone 194C 100%

40%

Pantone GreenC Bright, clear and fun; the new logo captivates all these elements and more. The square represents the city’s area, being just over a square mile. The radial design behind helps bring a 3D element to the logo and makes it burst to life. The colours are bright and fun, getting away from the grey skyscrapers that make up the city. Each with their own style, the logo’s work well together, helping identify what the city has to offer.

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100%

40%

Pantone 716C 100%

40%

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Normal

Greyscale

Halftone

Greyscale Invert

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EXO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !”£$%^&*(){}[]:@~;’#<>?,./

The city is branded with two typefaces, both legible and proud. Scraper; a hand made font is bold, powerful and strong, representing the tall buildings that engulf the area. This font can be used for bold titles and getting peoples attention. Exo however is a more uniform type, simplistic but professional. This is used for corporate items such as letters and invoices.

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Poster Scheme

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Flags

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Business Card

Letter Head Mr P Johnson St Marys Axe City of London EC3A 8EP 020 7071 5000

Dear Mr Johnson

Mr A Smith Entertainment Manager Tel: 020 1234 5678 Fax: 020 9876 5432 a.smith@thecity.com

Name Tag Mr A Smith Entertainment Manager

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ac sapien erat, at tincidunt mauris. Curabitur vel lorem tortor. Nunc dapibus neque non enim consequat tempor sed quis lorem. Aenean ligula quam, mollis vel semper in, mattis in orci. Curabitur blandit feugiat mi commodo tincidunt. Mauris pharetra lectus odio, vel ultrices est. In lacinia pretium mollis. Nam fringilla posuere mauris, quis suscipit felis hendrerit a. Curabitur rhoncus tincidunt iaculis. Proin sollicitudin dictum risus, sit amet consequat justo ultricies a. Etiam ut tellus eros. Vestibulum vitae urna odio, in rhoncus sapien. Sed non risus tortor, vel facilisis orci. Sed vitae massa et tortor feugiat viverra mollis eu mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla porta, elit quis malesuada adipiscing, magna sem volutpat odio, in malesuada est nisl at est. Ut imperdiet, lectus eget aliquam congue, nibh nibh tincidunt ipsum, ut auctor erat augue elementum ante. Etiam mauris diam, fringilla eu volutpat eget, bibendum quis tellus. posuere mauris, quis suscipit felis hendrerit a. Curabitur rhoncus tincidunt iaculis. Proin sollicitudin dictum risus, sit amet consequat justo ultricies a. Etiam ut tellus eros. Vestibulum vitae urna odio, in rhoncus sapien. Sed non risus tortor, vel facilisis orci. Sed vitae massa et tortor feugiat viverra mollis eu mauris. Cum sociis natoque penatibus et magnis dis parturient Sincerly Mr A Smith

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Receipt (with halftone)

Seating stones (featuring the logo)

*** CREDIT CARD VOUCHER *** 30 St Mary Axe The City 020 7071 5009 ******************************** 15/2/12 DATE: 9:23 TIME: MC CARD TYPE: **** 1234 CARD NO: 6/16 EXP DATE: 19 TABLE: MICHAEL SERVER: SUBTOTAL: GRATUITY:

£22.60 £1.50 £24.10

TOTAL:

Customer Copy Thanks you for dining at St Mary Axe

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The City - Style Guide  

Style guide for the City of London

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