Hackney Design Studio was tasked with developing a revitalised corporate identity and a distinct Borough of Sport brand for Merton Council. This commission needed a deep appreciation for the established brand's core values and recognisable assets. The project aimed to preserve these essential elements while simultaneously modernising the visual language to reflect a more contemporary design and effectively communicate the Council's ambitious strategic vision for the future. The successful outcome required a sensitive and thoughtful approach to balance continuity with innovation, ensuring the new branding resonated with both internal stakeholders and the wider community.

To begin, the team conducted interviews with the Leader and the corporate management team to understand the organisation's history, culture and new vision. This process created a central narrative that guided the creation of diverse design possibilities, which were then discussed with politicians and officers. The new logo, a minimalist 'M' in refreshed shades of the historical green and purple, also subtly references the Art Deco architecture found in parts of the borough, aiming to create a visual link to Merton's local character, and is complemented by a balanced, modern sans-serif font with rounded terminals. The green and purple color palette has significant sporting heritage in the borough and we felt it should be retained in some way. With the blessing of Wimbledon Tennis Club, both colours were adjusted to deeper tones.

Merton is one of London's greenest boroughs, boasting numerous parks and green spaces. The "Borough of Sport" is not a separate entity but is visually represented by the Merton Council branding, incorporating two circles and the "Borough of Sport" text to create a badge-like logo. This logo used in one of three colours is versatile for marketing materials, often used with images of sports and physical activity, and adaptable for resident-friendly merchandise. The visual language promotes dynamic photography and illustrations of people active in Merton's parks and facilities. The overall inclusive and energetic aesthetic reflects the initiative's aim to encourage broad participation and celebrate Merton's sporting spirit.