Canary Wharf Group unveils its vision and branding

cwgbrand.jpg

A new vision and brand mark was today unveiled to symbolise the "next chapter" in Canary Wharf Group's 27-year history.

The gold, silver and yellow shades, vertical lineage and duo of fonts used for the striking logo - created in collaboration with Sutton Young - chimes with a diversification of the group as it embarks on its first residential offerings in Wood Wharf and Newfoundland.

These will add to Canary Wharf Group's existing role as a developer for office, retail and leisure space as well as undertaking projects such as transport, landscaping and arts and events.

Sir George Iacobescu, CEO and chairman of Canary Wharf Group, said it was a milestone and revealed the new vision would be "representing all that we are engaging in".

He said: "Today marks a new era for Canary Wharf Group, symbolising the group's evolution as a diversified developer, but we are not only a developer for office space, we offer a great deal more including retail and now our move into residential.

"Applying our existing expertise to the residential market we are well equipped to meet the challenges of the future.

Newfoundland.jpg

"Coupled with our renowned commercial offering and unique retail proposition, we are truly in the business of creating sustainable London communities.

"Canary Wharf is the original smart city and we are working towards building a smart city of the future."

The group's new vision encompasses major projects both in E14 and across the capital.

As well as stepping foot into the residential sector, it includes Europe's largest Fintech space Level 39 in One Canada Square, the recent expansion of Jubilee Place Mall and the Canary Wharf Crossrail station - the retail arm of which will open next year.

The company is also undertaking the redevelopment of the Shell Centre on the South Bank combining office, retail and residential space and the Walkie Talkie Tower at 20 Fenchurch Street.

The branding's purpose is two-fold according to Camille Waxer, chief administrative officer.

As well as embodying a "timeless, modern and luxury feel" and reflecting excellence, care and integrity - values she said were pertinent to the Canary Wharf brand - it is also a way of grouping the different areas of the company.

"It's about all of the different businesses within Canary Wharf Group coming together under one mothership," she said.

"It was really key to do that.

"We had different brands and different areas of the company and now we are one brand.
"I have been wanting to do this for a while, but it had to be the right time.

"It's a very big exercise and we couldn't just do this and walk away."

Set to be revealed to Canary Wharf Group's staff later this afternoon, fellow Wharfers will have to wait until tomorrow, Friday, to see the new design make its impact on the estate.

The branding - which will be seen on everything from the Canary Wharf Group website, corporate gifts and letterheads to company trolleys and business cards - will be rolled out during the next year.

Camille added: "I think those working in Canary Wharf will like it.

"I think it's done in a way which is gentle but strong.

"It's right and it's understated."

>See next week's edition of The Wharf for more detail on the creation of the new brand mark