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WorkGraphic Design

Branding an historic village in London

It is a special brief to brand an area of London, and that's exactly what dn&co were recently tasked with for St James's. Since its foundation in 1661, St James’s has been a part of the West End known for mercantile innovation and invention.

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Collection of St James's brand identity materials displayed at angles, featuring purple, blue and white designs with bold typography and imagery by dn&co

It introduced coffee, chocolate and the idea of the restaurant to the Great British public, and was the birthplace of cultural icons, the sandwich and the scotch egg. It remains the highest concentration of royal warrant holders anywhere, and is the designated home of the modern heritage fashion brand.

But despite its rich history, beautiful architecture and high-fashion credentials, it was an area that lacked clear public image, personality, brand. The new design rightfully places St James’s in the landscape of luxury brands.

dn&co explained: "Alongside bold use of type, referenced from many of the area's statues, we have crafted a brand motif for St James’s – the pelican. Introduced to St James’s at the exact time of its foundation, pelicans are also a treasured symbol of protection and guardianship – perfectly attuned to the work of the area’s landlord and commissioning client, The Crown Estate."

White neon pelican motif on a clear acrylic panel, the brand symbol for St James's created by dn&co
Two fashion magazines or brochures for St James's Autumn/Winter 2014 collection, featuring portraits of models on grey background
St James's London branding materials featuring pink and black design elements with the pelican motif and bold typography on white stationery
Various printed materials featuring photographs of people and pink text for the St James's London brand identity designed by dn&co
Stack of printed materials for St James's branding featuring colourful geometric shapes and bold typography on the cover
St James's brand identity showing a coral-pink business card or publication with white text on a diagonal grey and white background
Open magazine pages featuring the Ground Floor Project article with photographs of people in creative spaces
Dark blue and white branded carrier bags for St James's London with red label details and die-cut handles
St James's London brand identity displayed on a storefront window with geometric blue design and white typography, as pedestrians walk past on the street below
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