William Morris Design Line
Brand Identity & Logo Design
William Morris Design Line is a community-focused design route in Walthamstow, developed as part of the London Design Festival. The project brings together local creatives, residents, and organisations to celebrate creativity, resilience, and to inspire future generations.
The route connects different areas of Walthamstow through a series of design-led interventions, including street art, collaborations, events, and public installations.
Disciplines: Brand Identity, Wayfinding Design, Logo Design, Visual System
Brand Identity Concept
The identity is informed by William Morris’ ethos of “art made by the people, for the people,” reflecting a collective and accessible approach to design.
At the core of the identity is a simple wordmark, refined to emphasise a linear detail revealed through the alignment of the letterforms. This subtle intervention creates a distinctive and recognisable foundation for the wider visual system.
Visual System & Graphic Language
The line within the wordmark becomes a key graphic device, extracted and developed into a flexible system. It is used to create patterns, iconography, and compositions that can adapt across a range of applications.
This approach allows the identity to function both practically and expressively—supporting signage, communications, and more experimental outputs across the design route.
Wayfinding & Application
As the project exists across physical space, the identity plays an important role in wayfinding. The graphic system is applied to guide visitors through the route, connecting different locations and interventions across Walthamstow.
The use of a consistent visual language helps create a cohesive experience while allowing for variation across different touchpoints.
Colour Palette
The colour palette is intentionally bold and minimal. A single high-visibility colour is used to ensure clarity and recognisability within the urban environment, particularly for signage and navigation throughout the route.
Outcome
The result is a flexible brand identity and wayfinding system for a London Design Festival project, designed to support both community engagement and clear navigation across a distributed public programme.
