“Regent Street receives over 7.5 million tourist visits a year and there are over 20,000 people employed here. Its Grade II listed facades, originating from the designs of famed architect John Nash, are considered some of the most distinguished architecture in London. […] Regent Street was in fact the world’s first shopping street, and now our ongoing £1 billion investment programme has transformed it once again into the world’s premier shopping destination, where leading brands regularly choose to launch their European Operations. […] The Crown Estate manages Regent Street on behalf of the Regent Street Partnership, which also includes The Crown Estate’s joint venture partner, Norges Bank Investment Management.”
Small Back Room (London)
At the heart of the new 2015 brand was a piece of thinking that led to a more dynamic approach to visual identity. The challenge was to elevate and reshape the relationship between Regent Street and all its audiences. To do this, the visual identity could no longer represent a passive, yet albeit beautiful, stage for amazing things to happen upon, it had to play an active role in connecting with the audiences in its own right both on the street and through other channels - ultimately creating a destination brand that could be experienced not just by being on the street, but by engaging with it across all its touch points.
The creative strategy behind the identity was all about adaptability - our aim was to create an identity that ‘didn’t always look the same, but always felt the same.’ This was nature of the destination and so it had to be reflected in the visual identity.
Images (opinion after)
Both old and new logos could easily be interchangeable as old or new which is either a compliment or a put-down based on how either appropriate or generic you consider them. Neither is a better or worse answer and both could be for anything other than a premium shopping destination. FYI, the old logo was also designed by Small Back Room. The new logo is an abstract geometric "r" of which we've seen plenty of its kind. Still, it makes for a serviceable mark that looks good when repeated as a pattern or in the logo-as-window approach. The angle of the pattern gives it just enough of a twist to make it more interesting and color is used well throughout the applications, especially when the black and white feels more like a real estate agency. Overall, a good and appropriate unsurprising logo made better by the applications.