London is home to some of the world’s most instantly recognisable and engaging brands. From Harrods to Hamleys, the Hard Rock Café to The Ivy. A strong, consistent brand design is central to the success of any business both online and on the high street. However, some businesses are better at positioning their brand online than others. Here are 3 great examples of London based brands that have each managed to create a strong web based proposition:

The 02

The 02 is a great example of a London based sub-brand. The mobile phone operator’s South-East London based venue underwent a re-brand from its prior life as the Millennium Dome and is now immensely popular with the public. Their website follows all the protocols of great branding, which plays into their success. This includes:

Logo – A strong and balanced sub-brand logo, positioned well on the page.

Colours – The dark to light blue blend on a white background is unmistakably O2. It conveys a modern, light, airy but professional feel. The airiness seems well chosen for a brand that specialises in communications and entertainment.

Consistency – As with their offline communications, O2 are consistent online with colours, fonts and branding elements such as their “bubbles”. Again, these branding elements evoke a light, reassuring airiness – offering the audience the perception of a stress free experience.

The Londonist

The Londonist is an emerging brand; however, their website is another good example of web based branding. This magazine portal covers London in its entirety offering news, reviews and events, “the history and future of London”. It’s quickly establishing itself as an essential resource for Londoners. The strength of its brand proposition plays into its success, so, again:

Logo – well positioned on the page with cheeky and iconographic use of instantly recognisable London landmarks.

Colours – simple black, white and grey colour scheme conveys a smart, “in-the-know” persona. This is bolstered by navigation which enables you to find useful, insider information on London quickly and easily.

Consistency – Spacial elements are consistent across the site and advertising is woven in seamlessly and unobtrusively.

Time Out

ime Out is a brand synonymous with cities and an essential read for many Londoners. They hardly need an introduction; however, their online channel offers advice booking restaurants, hotels and entertainment alongside reviews of theatre, film, comedy, cabaret, dance and art. They are a top notch example of great brand design because:

Logo – Bold use of black and red. Tailored to different cities without creating any brand confusion.

Colours – Although red can sometimes shout danger, used here it conveys a sense of authority and additionally (although perhaps accidentally), reflects iconic London – double decker buses and pillar boxes.

Consistency – even when Time Out use custom illustrations as backdrops to their pages, they are unmistakably “Time Out” illustrations. The shape, style and colour consistency all pulls together to create a great user experience.

What is your favourite London brand?

James Hubbard is the online whizz for London branding agency – Dhub. This article was written by a guest author. Would you like to write for us?