Situated in the heart of London’s West End and attracting almost 45 million visitors a year, Covent Garden has a rich heritage stretching back to the 16th century.
As part of Capco’s ambitious long-term project aimed at transforming the area into a premier retail and lifestyle destination, Bibliothèque were commissioned to create an identity that helped them tell their story and communicate their vision for the estate.
The identity focuses on the district’s unique offering across four areas: Heritage & Architecture, Entertainment & Culture, Fashion & Retail, and Food & Beverage.
The geometric nature of the logo provides a visual language based on concentric circles. Implementation varies across both business and public sectors and encompasses a range of applications including packaging, marketing, advertising, reports, mapping, way-finding and environmental graphics.
The repositioning has transformed the area and many new brands have now made Covent Garden their home, including Apple, Chanel, Dior and Burberry, as well as leading restaurants such as Balthazar, Ladurée and Frenchie. Covent Garden was selected as one of the CoolBrands of 2012.