London Plus — Brand identity, propositions and website — Brand Ethos
Time for a radical approach to promoting and supporting London’s civil society. Greater London Volunteering turned to Brand Ethos to rebrand as London Plus to champion London’s civil society through insight, influence and powerful connections.

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Championing London’s civil society

Civil society is London’s beating heart. It changes the lives of hundreds of thousands of people every day. Greater London Volunteering, the charity that supports London’s volunteering organisations, realised a new strategy to offer usable insights from London’s data and help frame London-wide policy to ensure London’s civil society makes even more of a difference. To do this, it changed its name to London Plus and asked Brand Ethos to develop a brand, visual identity and new website that made it stand out and embraced London’s diversity.

Bringing London together

London Plus is a small team, but each contributed to a new brand model. Values were refreshed and a purpose statement agreed. Core messaging was developed, and tone of voice defined. The visual identity drew on the animated typeface, Gilbert, designed by Robyn Makinson, celebrating the Pride flag created by Gilbert Blake. We recoloured it, ensuring it was accessible online and in print, and developed icons and images that would be used in the new website, using street photography and portraiture from Remco Merbis. We supported the team in developing content for the site ensuring that it went from nowhere to no. 1 in online searches.

London for all

London Plus, the new hub for civil society launched in January 2019 making an immediate impact. The extra effort in search engine optimisation paid off, with a no. 1 positioning in online searches.

Go to the London Plus website to see more.


London Plus’s new brand identity was inspired by a typeface designed to embrace inclusivity and celebrate Pride.