15th August 2018 • News
London's Defining Landmark
New visual identity for Tower Bridge
We’re thrilled to have unveiled a brand-new overarching visual identity for Tower Bridge, joining up recent developments in the visitor experience and redefining its role for our diverse audiences.
Designed to bring together the ground-breaking Victorian engineering, iconic architecture and over 125 years of human history, this fresh new direction celebrates the fascinating story behind a world-famous icon.
Tower Bridge was originally built to ensure the smooth and fast flow of trade and people into the City of London and helped to make it the number one port in the world. Today, it serves as both a working bridge and as a commercial destination and iconic landmark.
Our new visual language better reflects this dual role and the Bridge’s elevated heritage and cultural profile. It has been created to engage with all who interact with it – from river vessels to visitors, schools and events guests to customers in our award-winning gift shop.
Working with renowned designers, Pentagram, our new overarching Tower Bridge logo balances the unique combination of a Victorian bolt head with a ‘quatrefoil’ at the centre – a decorative architectural flourish found all over the Bridge. The tagline captures the spirit of the city, the typefaces are based on British letters cut in the 19th century and archival imagery eludes to a captivating social heritage.
Our new look has been fully rolled-out inside Tower Bridge – across signage and staff uniforms, merchandise and other visual communications such as online platforms, posters and wayfinding. But it doesn’t stop there. The rollout continues over the next 12 months – this bolt can only get bigger.
Welcome to London’s Defining Landmark.