The City of London Corporation is redefining one of the world’s most important financial markets as a global leader in arts and culture. ‘Culture Mile’ is a partnership led by the City of London Corporation comprising the Barbican, the Guildhall School of Music & Drama, the London Symphony Orchestra and the Museum of London. It will provide a focus for contemporary culture today in the ancient heart of London, redefining the City as a global leader in both commerce and culture.JWA was tasked with creating a brand strategy to position and promote the area as a cultural hub and help develop new audiences. A continuous programme of pop-up performances, art installations and inclusive events will animate the spaces in between the partner venues, bringing the City to life for a diverse audience during the day, in the evenings and at the weekends.The name ‘Culture Mile’ is a playful take on the financial district’s nickname, ‘The Square Mile’ – which refers to the area from Farringdon to Moorgate connecting the Barbican to the new site of the Museum of London in west Smithfield and is approximately one mile long.Pentagram created the visual identity, which expresses the idea of animating the public spaces in between the cultural partner institutions. The logo design is inspired by the architectonic grids of the City and neatly acts as a ‘viewfinder’ for animated content.CreditsJane Wentworth, Founder, Jane Wentworth AssociatesJo Marsh, Director, Jane Wentworth AssociatesMarina Willer, Pentagram Design