London Centric
A fresh look for the new voice of London’s news
The Challenge
London Centric is an emerging news platform committed to telling London’s stories with depth, sophistication, and clarity. As they prepared to launch, they needed a brand that reflected their editorial standards, authoritative and grounded, but still warm and accessible.
The identity had to earn trust quickly while feeling distinct in a competitive media landscape. It needed to reflect not just journalism, but London, its energy, contrast, and diverse perspectives, all within a design system built to scale across digital platforms.
We created a new visual identity that positions London Centric as confident, composed, and unmistakably local.
Outcomes
The core mark represents ‘centricity’ through a stacked geometric symbol, subtly forming the initials ‘L’ and ‘C’. It’s a structured, intentional design that communicates stability, precision, and focus.
The colour palette balances authority and vibrancy: deep charcoal anchors the brand, while bold yellow adds energy and standout. A soft cream background improves accessibility, easing contrast for screen reading, especially for users with light sensitivity or dyslexia. Accents of olive and muted green bring depth and a grounded connection to the city’s natural tones.
Mettle guided me through the process with patience and a sharp eye for detail. They welcomed my input, yet confidently pushed back when changes risked the identity’s impact. Working with them was a delight.
Jim Waterson
Founder of London Centric
The result is a brand that doesn’t just report on London — it reflects it.
With this foundation in place, London Centric is equipped to lead with clarity and credibility across the city’s dynamic media landscape.
Project Summary
We worked closely with the London Centric team to define the tone and visual direction early on. Clarity, professionalism, and place were our guiding principles, not just in logo development, but across typography, colour, and layout systems.
The design system was built for scale and usability, equally suited to headlines, feature writing, and digital publishing. Every visual decision reinforced the platform’s ambition: to tell complex stories simply, and to speak with a voice that feels both informed and distinctly London.