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InspirationGraphic Design

White City Place: A kinetic brand for London's creative White City

Branding agency dn&co recently crafted the identity for White City Place, the new creative business district at the centre of the reinvention of London’s White City.

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A blurred figure walks past a vibrant mural featuring interlocking magenta geometric patterns and dots against deep purple blocks on a tiled wall

Built on the idea of 'Networked for Creative Thought', the brand celebrates White City Place as the crucible for creative ideas – a hub where transport, social, brain and technical networks come together to provide modern businesses with the inspiration to thrive.

White City Place, the house of the former BBC Media Village site, is being developed by Stanhope and its funding partners Mitsui Fudosan and AIMCo, and is at the heart of an £8 billion 15-year regeneration of the wider White City area as a centre of activity, creativity and academia in west London.

Patrick Eley, Creative Director of dn&co, said: “This is a kinetic brand identity — it moves and expands into patterns that express the fluid nature and power of networks. As different paths cross they merge and shift to form something new, exponential and limitless in ability to morph in scale and colour.

"Reflecting the diverse mix of people and businesses that make up the area, the colour scheme takes a cue from the way ‘white’ light can be broken down into a spectrum. Using a blend of colours reinforces the dynamic nature of White City and echoes the huge changes that are already underway."

Via The Brand Identity

White City Place logo featuring a geometric grid pattern in white alongside the text on a dark background with pink light trails on either side
Three stages of a kinetic geometric pattern showing nested diamond shapes expanding from solid outlines to increasingly dense pixelated grids against a black background
Abstract geometric pattern of nested concentric squares in white lines transitioning across a vibrant purple, magenta and pink gradient background, representing the kinetic brand identity for White City Place London
White City Place brand identity showing interlocking geometric grid patterns in varying scales and colours including blue, pink and purple on printed pages
White City Place brand identity showing layered geometric patterns in pink and purple gradients with text reading "White City Place" and "The Westworks
White City Place neon signage displayed across illuminated window panels with purple and magenta lighting in the background
Illuminated display windows with purple neon lighting and numbered panels showcase portraits and information about White City Place's networked creative community, with two pedestrians walking past
Two men viewing an illuminated display window showing the White City Place brand identity with three numbered sections labelled Transport Networks, Social Networks and Brain Networks
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