We partnered with British Land on a milestone rebrand that reflects the company’s evolution as community architects. Backed by a 166-year legacy in property development and investment, the current era of British Land is built around the harmony between people and places, focusing on responsible, sustainable and inclusive environments where people thrive.
Inspired by British Land’s values and sense of purpose, DixonBaxi re-energised their brand for deeper resonance and relatability. We refined the brand strategy, simplified portfolio architecture and created a fresh, progressive identity that speaks to the human ambition and innovation guiding the company’s next chapter.
While retaining the British Land logo with its equality baked in – DixonBaxi refined the icon to be a simpler, modern form of Britannia – unadorned by the Union Jack motif – to create an emblematic and stylish graphic motif. One that feels more open, adaptable and elegant.
The design system weaves beautiful imagery, a rich, natural palette, and a balanced type system in striking layered compositions. The result is a depth and rhythm given to the stories the brand frames, offering glimpses into life across British Land and imbuing every application with measured clarity and confidence.
Pairing a serif ‘ABC Arizona’ and sans serif ‘Gotham’ together allows for the juxtaposition of craft and reliability, modernity and refinement. Dual typefaces give voice to British Land’s personality and can emphasise insights and data or represent dialogue and new perspectives. The typographic and messaging system feels choreographed and has a sense of constant movement and progression.
The colour palette is bold and bright and is anchored in British Land’s history. The core palette is inspired by British icons, from Poppy Red to British Land’s own shade of teal blue. These are paired with a beautifully tactile and warm range of secondary hues inspired by different environments across British Land campuses.
