O2 Lights the way – Creative Review
A trip to the O2 Arena is very much a brand experience – thanks in part to wayfinding signage developed by Populous, formerly known as HOK Sport Architecture, the firm responsible for designing the arena itself. Simon Borg heads up the graphics team at Populous. One of the most challenging aspects of the design process, he says, “was the integration of the naming rights sponsor O2’s brand identity. This was not just a case of applying already documented brand guidelines but developing and extending their identity into a new form.”
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