A complete re-think of the London Eye identity was initiated by the leisure group Merlin Entertainments Ltd, when it became part of their group in 2008.

The outcome was a logo that expresses the vibrancy and excitement of London through an iris constructed from its iconic skyline, with the Eye itself at its heart. This personality was then rolled out across all aspects of the business; including interiors, signage and print to express a unified brand.

This project was completed whilst in full-time employment with LMC Design.

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›› PC World Rebrand
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The London Eye corporate identity redesign.

Roll-out and implementation of the new brand identity on The Eye’s recognisable pods.

The new logo in various colour schemes to represent the changing vistas on show from The Eye.

A whiteout version of the new identity showcased on corporate stock photography.

Branding application shown here on the ticket office interior and staff uniforms.

Website design to accompany the brand new I.D. launch.

An example of brand application across various tourist leaflets and flyers.

Brand implementation over London Eye merchandise.