City branding has all begun to look the same, it has turned into a plethora of contemporary designs that have bright colours and repetitive textures. It is now difficult to tell these identities apart, in places that hold so much diversity and have so much history, how much can simple shapes and colours portray?

 

Detail has been discarded; we opt for simplicity so that brand application becomes easier but in the process have lost all individuality. When branding a City, we should look to its past, its crests, its architecture but most importantly its people.

 

Ripples in History is a vintage approach to a city identity, it surrounds Cambridge, being inspired by the chalk river that flows through it. The identity focuses the historical events within the city, as well as how they go on to affect the world like ripples. The identity is classic and sophisticated, perfectly representing the culture of the city, as well as promoting local activities like punting and museums.