The London Roundhouse Branding Project
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Built in 1887 as a steam locomotive repair shop, the London Roundhouse’s new owners came to us (their new tenants) looking for a new logo. They needed something bold and iconic that honoured the rich railway history of the building, but also something that would reflect the digital market its new tenants worked in. In short, they needed something that spoke to the past, and yet looked to the future.
To that end, we drew inspiration from yesteryear’s railway logos—saturating ourselves in the initials, simple lines, and hints of motion seen in so many of these classic marks. We iterated for weeks before homing in on an idea that would meet all our goals: a strong treatment of the initials LRH (for “London RoundHouse”), which would stand on their own, but also work well with any number of design motifs. Classic, yet flexible. New, yet old. Built to suit.
We’re looking forward to watching this mark become a physical reality, and can’t wait to see it cut out of metal, burnt into wood, and painted on concrete, but most of all, we’re grateful for a client (and landlord) willing to let us take this property into the future without losing its past.
