London Centric
A fresh look for the new voice of London’s news
London Centric approached us with a need for a strong visual identity that would reflect their commitment to sophisticated, insightful journalism. The goal was to create a brand that feels authoritative yet accessible, elegant but grounded for real London stories.
Designing an identity with ‘centricity’ at its core
The identity we created for London Centric is rooted in the theme of centricity — a focus that reflects their dedication to London and its people. The central visual element is a symbol of stacked squares, subtly cut to form the initials ‘L’ and ‘C’. This geometric, structured mark visually anchors the brand, suggesting stability and precision. This symbol complements London Centric’s mission of clarity and sophistication in storytelling.
“Mettle guided me through the process with patience and a sharp eye for detail. They welcomed my input, yet confidently pushed back when changes risked the identity's impact. Working with them was a delight.”
Jim Waterson, Founder
A palette of sophistication and energy
To convey London Centric’s dual nature of authority and vibrancy, we chose a primary palette of deep charcoal, vibrant yellow, and soft cream. The charcoal provides a strong, professional foundation; while the yellow adds a burst of energy, capturing the dynamic pulse of the city. The use of a balancing cream introduces a sense of warmth, bringing a refined, approachable touch to the brand.
For secondary colours, we integrated deep olive green and a muted light green to introduce a sense of growth and groundedness, rounding out the palette with understated elegance.
A design that speaks to the heart of the city
The London Centric project showcases our agency’s commitment to creating tailored, impactful designs that align with each client’s unique mission and audience. We are proud to have developed a brand identity and digital concept that support London Centric’s vision for a revitalised, reader-focused approach to local reporting.