In a great example of branding extending from the page to the pavement they’ve continued to express the values and personality of the newspaper in the architecture and signage of their new home. This physical expression of The Guardian’s brand DNA leverages their clean fresh aesthetic, environmental credentials and accessibility.
There’s the building itself and then there’s the location, Kings Place is unashamedly a new performance space, connecting The Guardian (whether they like it or not) to the ‘trendy left wing liberal’ literati of the Islington and Camden boroughs.
From friends who work there I know the open plan format has taken it bit of getting used to but everyone seems to have accepted it as the future. I’m kinda hoping that they’ll have enough money left over to save the Observer…
For more information on this here’s an interview with the people involved in Creative Review.
Creatives:
Wieden + Kennedy
Cartlidge Levine
