SomeOne designs new destination brand for Olympia

Creative design agency, SomeOne, developed the new destination brand for Olympia London, a West London-based exhibition and event space. The brand strategy and visual identity aims to position Olympia as London’s newest hub for creativity, hospitality and experience.

The site re-development, which aims to enhance the existing exhibition and events spaces, will include new buildings on the site, like the largest new theatre in London since the National Theatre in 1976.

“Brands may come and go – but buildings last. Being part of such an iconic development to rival King’s Cross in terms of its impact on London’ future brings out feelings of great excitement and responsibility in equal measure,” says David Law, founder of SomeOne.

The arches of Olympia National and Olympia Grand Halls, both Grade II listed, will be incorporated into the site’s redevelopment and will continue to host events while works are taking place. SomeOne took inspiration from the arches for the new destination wordmark, designing it to be simple yet bold and long-lasting.

The visual assets were formed under the simple idea of “‘O’ is for Olympia”. In collaboration with design-led motion studio, weareseventeen, and 3D artist, Ingrid Tsy, SomeOne developed a series of 3D CGI assets that showcase the multiple offerings the area provides its visitors. This is all tied together by a signature ‘O’ shape. The circular symbol is also maintained in the rest of the visual language, acting as a common thread across all communications.

 

SomeOne based its design of the visual identity, from the typography to the colour palette, on flexibility, keeping in mind that the brand will need to develop and change as much as Olympia in the years to come. “The O system is designed to continually evolve and develop, just as the site and venue will too. In the short term it needs to showcase what is to come, whilst construction is underway,” says Laura Hussey, founder of SomeOne.

The primary typeface, Right Grotesk by Pangram Pangram Foundry, aims to provide the right amount of flex due to its variable nature and multiple weights. Similarly, the colour palette of rich darks overlaid with soft bright colours not only allows for a greater level of flex but also gives a sense of light and shadow, promoting the ‘showtime’ positioning through a subtle hint to spotlighting.

Ben Field, senior account manager at SomeOne, says, “Once the largest show-space of its time, the new Olympia branding leverages from its history and helps revitalise the area as a leading international venue, showcasing the very best in art, culture, music, entertainment and hospitality.”