London Wordmark

The challenge for this student project was to create a wordmark that captured the essence of a city. London is a city of movement, with lives intersecting and dispersing. People from all over the world move through the city, either for a few days, a few years, or for a lifetime. The angular serifs and intersecting lines of the London wordmark reflect the movement of people through the city.

The letterforms of this wordmark draw from the historical shapes of fraktur swash capitals as well as a square, industrial typeface found on the side of a Heidelberg printing press at Reading University. By combining these typefaces with the soft angles of the famous London tube map, the wordmark embraces the past and present realities of the city.

Process sketches illustrate the progression of the wordmark through the exploration of industrial, fraktur and serifed letter shapes.

• Date Created: Spring 2004

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