Frost*collective has replaced a generic tourist information brand, “Discover South Kensington,” with a dynamic, more relevant rebrand, “South Ken Culture Quarter,” to define the unique personality of one of London’s most famous neighborhoods.
Home to 22 world-class institutions, including the Natural History Museum, the Science Museum, the Victoria and Albert Museum, Imperial College London, the Royal Albert Hall, the Royal College of Music, Kensington Gardens, Kensington Palace, and Hyde Park, as well as world-class shopping and dining. It’s a place that sparks curiosity and gives it space to wander.
The new logo and visual identity use a flexible system of directional arrows, bold framing devices, and a heritage-inspired color palette to express movement and discovery. From the Frost* website: “Our identity heroed directional arrows that rotate, flip and reconfigure to mimic curiosity in action—the notion that reward comes from trying new paths and being open to discovery. With colour, we took inspiration from the deep garnet red interiors of the original Crystal Palace, something still alive and well in Victorian railings and other vestiges of that era present in the public realm today. Overall, the identity reflects both the cutting-edge nature of South Ken as well as its proud heritage.”
https://www.frostcollective.com/work/south-ken-culture-quarter