Tower Bridge is one of London’s most recognisable landmarks, but as a tourist attraction, it has often lived in the shadow of its neighbour, the Tower of London. The challenge was to create a brand identity that brought the story of Tower Bridge to life and highlighted its unique experiences, from its glass floor to its famous bridge lift.

Agency: Workroom

Reimagining an Icon

The logo became the centrepiece of the identity, combining the bridge’s iconic silhouette with elements that represented its attractions. Whether it was the dramatic glass floor, the engineering marvel of the bridge lift, or its fascinating history, the logo was designed to adapt and tell these stories visually.

A Focus on Experiences

The identity focused on what visitors could do at Tower Bridge, shifting the narrative from simply admiring the landmark to experiencing it in new and exciting ways. Playful combinations of the logo with photography and graphic elements brought these benefits to the forefront, making the brand feel more dynamic and engaging.

Pitching a Bold Vision

This playful, benefit-driven identity won the pitch, capturing the imagination of Tower Bridge’s team. While the project ultimately went in another direction, the work demonstrated the potential of a modernised and experiential approach to rebranding one of London’s most beloved landmarks.