Iconic windmill typography inspires identity for new East London neighborhood


DNCO was appointed earlier this year to develop the location brand for Silvertown, an enterprising new town center for the Royal Docks. This bold program brings Millennium Mills and Silo D back to life, two local landmarks that act as figureheads for the transformation of the entire region.

Recognizing local pride in industrial heritage as well as Silvertown’s vision for development, DNCO has come up with a bold new slogan: ‘An iconic east London neighborhood is waking up’. This formed the basis of the identity, positioning Silvertown as a downtown that “balances the needs of residential communities, next-generation businesses and future visitors to set a new gold standard for branding. of a place of community inspiration and as a beacon of business and pleasure where all of London belongs,” as he explains.

For the logo, DNCO was inspired by the signage of Millennium Mills and wanted to build on its heritage. “We created a set of graphic modules to form the basis of the visual language of the brand”, explains Patrick Eley, creative director. “We used them to design a custom typeface, form dynamic patterns, as containers to create attractive layouts, and on a large scale as overlays. It was a simple yet powerfully effective way to convey the industrial character of Silvertown to the whole brand.”

He adds: “Silvertown will become an iconic London destination, a hero in the wider Royal Docks story with the potential to reinvent the capital’s relationship with the waterfront. With this brand, we wanted to exploit the neighborhood’s proximity to the water and the phenomenal industry. legacy that flows from every brick, tile and silo.”

The new brand was announced this week on billboards, website, merchandise and on-site and will be rolling out over the coming months.

“From the location of the Bond and Spiderman films to the annual Newham fireworks display, Silvertown and its iconic mills have been the backdrop to local life and Hollywood films for decades,” said DNCO’s Simon Yewdall. “But now is the time for Silvertown to take center stage as the city center for all of the Royal Docks and its communities. The place brand we have created aims to bring this piece of history back to life. docks, giving new excitement locally and across the city This is an East London neighborhood destination that is true to the place, the past and the people who call it home.”


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