Given that this piece of design is a full spread, this is the first one that caught my eye when I was flipping through the pages of Masters of Design Logo & Identity by Sean Adams. I love the use of positive and negative this creates. If you did not notice at first, quite like I did, the icons on the top mirror those on the bottom. This is a logo targeting global businesses communicating that they are the best place to host a company. Instead of only referring to one of their attractions (such as Big Ben) the campaign is combining forty-five. The overall shape is varied and probably took a very long amount of time to make the logo appear somewhat random. When I look at this I imagine a loud, diverse, community with fun activities to do. Almost like Disney World.
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