Oxford Street’s new brand identity
In a bid to drive more shoppers to the area for an increase in revenue, London’s Oxford Street will be launching a new brand identity.
Developed by Goosebumps Brand Consultancy, the logo features a red ‘X’ that ‘marks the spot’ and a shortening of “Oxford Street” to “Ox St.”.
According to MarcommNews.com, the shopping boulevard’s new branding is based on the line, “It all starts here”.
“The identity itself came from that,” Simon Cotterrell, strategic partner at Goosebumps, said in a statement. “The ‘X’ itself is used in the word ‘Oxford’, it’s used on treasure maps to mark the booty and it also links to the ‘X’ crossing outside Oxford Circus.”
“We wanted to get the street to think of itself as not just the route from Centrepoint to Marble Arch, but also the 100m north and south. Then it becomes the world’s biggest mega-mall, with shops, restaurants and galleries,” Cotterrell added.
Set to launch in September during London Fashion Week, Oxford Street’s new branding was also designed to be flexible with the future in mind.
“[In the future], it can be a window for other images, it can be an outline, it can be used multiple times or it could have physical iterations,” Cotterrell also said.
What do you think of Oxford Street’s new brand identity—does this X make a mark in good brand design?
[via MarcommNews.com]