400 Creates identity package for Dolphin Square Foundation.


400 has branded Dolphin Square Foundation, a trust built on one of the largest charitable donations ever made in social housing. The Foundation was established following the sale of leasehold interests in the 1930s Westminster apartment block, Dolphin Square, which was home to some of the nation’s most celebrated people. Entrusted with using the substantial assets to help provide affordable and key worker homes, The Foundation will work with organisations to deliver housing solutions in Westminster and other areas of London.

400 was approached to create a corporate identity that communicated Dolphin Square’s aims as a dependable organisation with charitable aims. Communicating to a wide audience of investors, housing associations, developers as well as public sector employers the identity needed to be uncomplicated and approachable.

The bold mark, with overtones of security and reliability, galvanises their appearance as an established organisation. It combines a number of visual elements - the letter ‘D’, a doorway and a graphic representation of the original Dolphin Square. Bold, sans serif typography compliments the mark and reiterates the confidence of the new identity, while the inclusion of the strapline ‘Investing in Homes’ provides a clear definition of the Foundation’s aims.

Interpretations of the square motif were then applied across the stationery range and launch
event graphics to create a strong visual consistency. A website was also developed, featuring
a secure application area to allow funding bids to be submitted online.

Dolphin Square Foundation held a launch event on Tuesday 19th June 2007 with guest speaker Lord Richard Best.

 

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