Lagos City Brand —

Changing Perceptions
01 Smile and the world A smile costs nothing but gives
smiles with you. much. It enriches those who receive
without making poorer those
who give. It takes but a moment,
but the memory of it sometimes
lasts forever. None is so rich or
mighty that he cannot get along
without it and none is so poor
that he cannot be made rich by
it. Yet a smile cannot be bought,
begged, borrowed, or stolen, for it
is something that is of no value to
anyone until it is given away.
Some people are too tired to give
you a smile. Give them one of yours,
as nobody needs a smile so much
as he who has no more to give.

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01 Smile and the world
smiles with you.

Lagos™ Identity
A logo can equally be a combination
of typographic elements - letters,
words, numerals and punctuation marks
- set in a chosen typeface.

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01 Smile and the world
smiles with you.
Graphic Device
Inspired by the personality of the Lagos
people, we’ve created a visual identity
that will support all brand material.
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Colour
We feel that the identity shouldn’t
be restricted to set colour ways,
and therefore we propose that
the identity has an ever-growing
universal colour palette to reflect
the values of Lagos City.
01 Smile and the world
smiles with you.

Application
Logos have to inhabit a huge range
of environments and branded applications,
and to look at home in each one, therefore
our approach is simple, beautifully crafted,
legible and timeless.

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01 Smile and the world
smiles with you.

Advertising
Through outdoor advertising we can
communicate our message to help
sell the Lagos brand and concept.

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01 Smile and the world
smiles with you.

Exhibition
Through a combination of design and
colour we’ve applied the Lagos brand to
various materials that support the concept.
Brochures, goodie bags and brand media
kits are an essential part of the rebrand.

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01 Smile and the world
smiles with you.
Send-a-Smile
We’ve created a dynamic advertising
campaign to back up our concept.
The people of Lagos are invited to become
part of brand story by taking photos of
themselves smiling and sending them via
SMS messaging to feature on the brand
website where they’re able to print out their
pictures in a Lagos branded postcard.
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Brand Website
This is much more than just an
information portal, the campaign
features heavily to promote the
concept and brand.
Through our viral campaign it also
opens opportunities for sponsorship
with major global brands to be part
of the Lagos experience.
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02 Timeless. With an existing brand that
Contemporary. needs reinventing, a culture
Dynamic. already exists, together with
tradition, personality and
reputation, it’s paramount to
develop dynamic and compelling
ways to interact with the rapidly
evolving forms of connection,
and communication we see
all around us.

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02 Timeless.
Contemporary.
Dynamic.

Lagos™ Identity Colour

Inspired by the unique personality A strong colour palette will reflect the
and values of the city, we created confidence of the city. We’ve chosen a simple
a bespoke logotype, introducing primary palette that is positive and uplifting.
elements and treatments that suggest
things about the activities and attributes
of the city.

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02 Timeless.
Contemporary.
Dynamic.

Logotype
Inspired by the landscape and architecture
of Lagos, this route explores a message that
is conveyed through abstract shapes.
The mind is adept at interpreting symbols,
therefore we felt it was right to keep things
simple and colourful, this logotype is
designed to reinforce the Lagos brand
with place and culture.
Colour
Through exploring colour we can easily
identify the logotype with sectors within
the City, we’ve looked at colours that reflect
each sector, this is an evolving universal
colour palette that can grow with the brand.

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02 Timeless.
Contemporary.
Dynamic.
Banners
Outdoor advertising plays an important
role in the launch of a reinvented brand.
The message must be clear and uplifting,
a sign of change. Be bold and confident
to allow your city brand to shine.
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Exhibition
A well designed exhibition stand is
imperative to the growth of the Lagos
brand, it’s your podium to shout about
the City - to encourage tourism and
investment.
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02 Timeless.
Contemporary.
Dynamic.

Application Endorsement
Promotional literature is a vehicle to promote Your brand can say a lot without having
the city brand, through brochures, media kits, to shout, product endorsement is an
and branded items. effective way of reaching new audiences.

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02 Timeless.
Contemporary.
Dynamic.

Brand Website
On this route we felt that imagery plays an
important part in the growth of the brand,
as we are reinventing the Lagos brand it’s
important that we promote the city as one
that’s full of character.

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03 Lagos ‘With Us’ Consistent, ubiquitous
distribution and promotion
of a brand is paramount to
the level of success we
want to achieve.

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03 Lagos ‘With Us’

‘With Us’
To a accompany a clean and legible logotype
we’ve also written a flexible strapline that will
work through all elements of the city brand.
A dynamic strapline will help sell the concept
of the rebrand, it’s also a sign of change - to be
bold, be confident - great things are ahead.

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03 Lagos ‘With Us’

Strapline
The copy is written in a way that nearly
anything can be put with it to create a positive
message, promoting any sector.

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03 Lagos ‘With Us’

Imagery
Photography also plays an important role
in the launch of the rebrand, it must be
professional, directed and ‘on-brand’
in order for the message to work.

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03 Lagos ‘With Us’
Hoarding
Let your brand shout, use developments as
main focus of advertising, construction is a
positive message that things are changing, be
part of that and promote the city brand.
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Application
Media kits, corporate reports, tourism
brochures and advertising is consistent
for the brand to be memorable.
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Pramedia Oy
Hans Niemi / Andrew Shaw
Phone +358 (0)44 55 66 270
Email andrew.shaw@pramedia.fi

SB Studio
Benji Holroyd
Fourth Floor, 4.6
25—31 Parliament Street
Liverpool, L8 5RN

Phone +44 (0) 151 709 5635

Email hello@sb-studio.co.uk
www.sb-studio.co.uk

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