In 2023, Merton Council welcomed a new leadership team, comprising both political and officer levels. This team had ambitious goals for both the organisation and the local community.

Recognising the need to adapt to future challenges, the Council sought to modernise through digital transformation, cultural change, and long-term financial planning. These changes were essential to ensure the council's ongoing success and to shape a positive future for Merton.

  • Hackney Design Studio was engaged to actualise this vision by developing an updated corporate and Borough of Sport brand identity. This included the creation of core brand assets, namely a revised set of corporate values, a comprehensive new recruitment portfolio, and a complete redesign of the My Merton residential magazine.

  • Hackney Design Studio began by interviewing the leader and senior leadership teams to understand the organisation's needs, history, and culture. This process established a core narrative that informed the development of various creative options for discussion among politicians and officers.


    The selected logo features an abstract 'M' shape, formed by two symmetrical elements leaning or converging. It is paired with a balanced, contemporary sans-serif font with rounded edges. The chosen green and purple colour scheme reflects the Council's connection to its sporting history and Merton's abundance of green spaces and parks, establishing it as one of London's greenest boroughs.

Merton corporate logo
Merton Council business card
Merton Council stationery
Social media using the new Merton logo
Merton Council corporate presentation
Merton Council outdoor and clothing
Merton Corporate clothing
Merton Council office signage
Merton Corporate values
Merton Corporate values
Merton Borough of Sport brand
Merton Borough of Sport campaign
Merton Borough of Sport poster

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