In order to attract more customers, and differentiate it from Westfield shopping centers, the New West End Company is giving London’s Oxford Street a brand identity. Developed by Goosebumps Brand Consultancy, the identity is set to make Oxford Street a strong consumer facing-brand and “reignite London’s love affair with the shopping street”. Following the proposition “It all starts here”, the identity is appropriately based on “X marks the spot” and consists of a red “X” symbol and a shortened “Ox St.” 

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Even though primarily aimed at shoppers, the new branding will also have a business-to-business role; Simon Cotterrell, strategic partner at Goosebumps, comments: “We wanted to get the street to think of itself as not just the route from Centrepoint to Marble Arch, but also the 100m north and south.”

The identity is made flexible with the help of its tagline, and with it’s “bold and unapologetic look” it can be used for various themes such as, for example, “Sundays start’s here” and similar varieties.

Cotterall adds that the identity is minimal, bold and simple; the “X” itself is used in the word Oxford, it’s used on treasure maps to “mark the booty” and it also links to the “X” crossing outside Oxford Circus. “We’ve designed the identity with a lot of flexibility – in future it can be a window for either images, it can be an outline, it can be used multiple times or it could have physical iterations.”

According to Marcomm News, the new identity will launch this September during London Fashion Week. Hear more about it, below: