Following on from last year’s work at Coal Drops Yard, mega-agency Droga5 now turns its attention to London’s newest outdoor destination, The Tide.
London’s answer to New York’s ever-popular Highline, the Diller Scofidio + Renfro project, designed in collaboration Neiheiser Argyros, opens to the public early next month, snaking around the Greenwich Peninsula, following the gorgeous curves of the Thames.
Not content with coming up with the name for the development – and yes, it was inspired by the site’s watery resting place – Droga5 has been beavering away on the project for months, coming up with an identity and launch campaign based around a kinetic logomark.
Droga5 describes this “organic and strangely futuristic” logo as “a looped strip that takes on different shapes and behaviours” that is always “changing and moving, behaving in different ways." It will, we’re assured, be “calm and relaxing in some iterations,” where a bit of quietude is appreciated while being a tad more “rhythmic and energetic,” in The Tide’s more raucous stretches.
“Always different, always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula – and the different ways Londoners can make use of this new space,” says Droga5 creative director Chris Chapman.
You can get a look at it right here on It’s Nice That ahead of the site’s opening on 5 July.