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How do you create a brand for one of the most famous streets in the world?
Koto recently developed a new identity for London's Oxford Street, and I really like the thinking behind it.
Instead of treating the street as just another shopping destination, they've built the entire identity around a simple idea: "For Everyone".
The word "for" becomes part of the logo itself, allowing the identity to adapt to different messages, people, and experiences.
They've also introduced custom typography, a fresh colour palette, expressive icons, and a flexible design system.
What I find interesting is how the identity manages to give an entire street a personality without making it feel like a commercial brand.
Sometimes the strongest branding starts with just one word.
The network for creativity
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View the full case study. Building a skincare brand? Let’s talk about your identity and packaging.
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