A place worth celebrating

Leicester Square’s reopening called for an identity that celebrated its place in London life, from film premieres and theatre to dining, meeting and exploring. Developed within Westminster Council’s design team, “The Premiere Square” connected the square’s international reputation as a home of film premieres with the breadth of experiences visitors could find there.

Framing the square

A graphic frame inspired by the shape of Leicester Square anchored the identity to the place itself. Paired with colourful illustrations representing its attractions, it created a visual language that celebrated individual experiences while bringing them together under one identity.

From identity to opening day

The concept extended across invitations, event programmes, a concertina history brochure, large-scale banners and the launch stage screen, with the Westminster Council design team supporting its development and rollout. Seen across the square and its supporting communications, the identity connected the story of the place with the celebrations on opening day.