The Heron Tower marque is a typographic embodiment of the architecture. The stylised ‘E’ represents the 3 floor office village system, a key feature of the building. The silver imitates the external steel structure while the vivid and animated colours created by the dichroic effect allude to the life and energy the working building will manifest. ico created a bespoke typeface based on this marque.

By distilling the beneficial features of the building, many which are innovative or unprecedented, ico developed a brand strategy that fell under a single brand statement: ‘Advanced Business Life Environment’. This maxim, internally referred to as the A.B.L.E concept, informed the creative direction for the next 16 months work. This extensive project involved design, writing and the strict management of the brand and its assets, dealing with a wide range of suppliers and production processes. The brand was interpreted across a variety of applications, ico was directly involved with the production of the following: a lavishly produced marketing literature package, a multi-screen interactive presentation, a website, environmental graphics for the marketing suite and building signage. Notable project challenges included recreating a marque that featured a dichroic effect; in print, as signage and for screen-based applications.