![Monument identity design [with Tower Bridge]-01.jpg](https://images.squarespace-cdn.com/content/v1/58c67e2c9f7456bf7d8f8129/1490792557284-FME0IBCOPAE70SIAG1XQ/Monument+identity+design+%5Bwith+Tower+Bridge%5D-01.jpg)
Background
Wren’s famous monument commemorates the Great Fire of 1666, and is run by the City of London Corporation.
Context
The Corporation approached Alexis Design for a distinctive new identity that offered synergy with their other great tourist attraction, Tower Bridge. It was essential the new identity made it clear visitors could climb The Monument to appreciate it’s impressive views.
Solution
Capturing the physical appearance of the well-known landmark was mandatory. However, at just over 200ft tall, it’s proportions were a challenge to render as a simple, practical marque.
A careful architectural silhouette was constructed at an exaggerated perspective to create a compact, workable design that clearly showed the spiral staircase inside.
Related
Identity design