Brand Audit
Branding
Editorial
Motion
Launch
Situated in the heart of London’s legal district, 10 Old Bailey is a prestigious office destination that needed a brand to match its newly refurbished, high-end interiors. The challenge was to develop an identity that respected the site’s legal heritage, while standing out in a crowded premium market and appealing to elite businesses.
Blending modern luxury with historic legacy, we developed a clean, geometric monogram of “OB” to act as a confident and timeless symbol of prestige.
Eschewing ornate script styles, the logo reflects elegance through simplicity, crafted to perform across digital, print and physical signage.
We paired the icon with the Arizona Flare typeface, a modern serif with subtle heritage cues, and supported it with Oakes Grotesk for clarity and consistency across marketing. The animated logo subtly shifts the monogram’s O and B in motion, referencing the scales of justice and reinforcing the brand’s narrative of balance, sophistication, and fairness.
A tailored colour palette of Legacy Blue, Prestigious Bronze, and Noble Beige evokes a sense of tradition, establishment, and modern refinement. These colours were drawn directly from the space’s luxurious fit-out and contrasted with fresher tones to ensure a contemporary visual impact.
The result is a brand that carries weight without being heavy-handed, one that speaks fluently to high-end law firms, financial institutions, and service providers seeking gravitas, exclusivity, and design excellence.
