We began from a premise of avoiding devices or references that were stereotypically ‘medical’, and also focusing on the active (what is and will be happening at Harley Street) rather than the passive. Regarding medical references, the name Harley Street is synonymous with medicine, and by using the designation alone, we could reflect its storied medical history. And what is and will be happening at Harley Street is medical excellence and innovation and business excellence and innovation across other sectors.
We developed a stacked logo using a modern, sans serif upper case typeface, in a style similar to London street signs, with a similar border. The identity and brand colours are red and blue. The “A” in Harley and “T” in street sat vertically when the words were stacked, and we used red letters here to contrast with blue so the overall device tricks you into reading it as “AT HARLEY STREET”. The term “Area Partnership” sits below.
The key message for the BID is “Connected by purpose. Driven by life”, which subtly brings the medical heritage and innovation in whilst highlighting the essence of a BID, which is businesses working together with the common goal of improving an area. These themes were highlighted on the new website and in collateral applications.