CROMWELL PLACE

Brand Identity / Brand Guidelines / App Design 

Graphic Design: A Needham

Year: 2022

Cromwell Place is an arts institute and fine art gallery based in South Kensington, London. They were in need of an updated brand identity that would project them in to the contemporary art scene whilst continuing to attracting high profile and luxury clients to on-board their membership scheme. They desired an identity which conveyed the heritage of the building whilst still appealing to a global audience.

The solution was to develop a custom logo type influenced by an existing typeface (Sans Skeleton) created by artist and designer John Vinycomb (1833-1928). This typeface was used on an original plaque on the exterior of the Cromwell Place Building and it seemed only fitting for it to be re-purposed to promote new artistic talent in the modern age.

The newly formed logo type is a fresh re-development of a historic typeface. Similarly the Cromwell Place building was going through a major re-development of it’s own. Featuring an entirely new interior, a basement level art vault being installed, a brand new club-house and a large scale pavilion gallery extension. So in more means that one this project was about bringing the old in to the new and it was important to reflect this within the newly formed identity

© Alex J Needham