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A refreshing rebranding of Luton- once an industrial epicenter now entering a new age.
Luton today is known to be a diverse, multicultural town but also one which is rather unsafe, and in decline. I rebranded Luton to give it a fresh new outlook that would encourage people to sow and grow their dreams in Luton. Because of its multicultural, and industrial heritage, more investments in Luton would help the town as well as the people to grow without borders.
Grow Without Borders.
Shines the spotlight on the opportunities presented by Luton. Luton is a bustling town which has fallen behind of the times but studies have shown that there is great potential for growth once diversity becomes an asset.
The Hat: a new logo for a rapidly-evolving Luton which pays homage to its iconic hat district.
Expressing the robust energy of the people and the potential for growth, this icon, combined with the expressive colours radiates the essence of a new beginning. The colour palette is diverse and highly contrasting- representing different people and cultures- the hat is a tribute to Luton's history as a former hat-producing juggernaut while also pointing upwards towards growth, while the wordmark is distinctively minimalistic and only available in black and white in order to be more inclusive.
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