This brand identity changes with the sun (seriously)

DixonBaxi's brand for Paddington Central, the logo
(Image credit: DixonBaxi)

More and more branding schemes include an element of motion in them, adding an element of moving and fluidity, but a new scheme from London studio DixonBaxi has taken things to the next level. Its brand for canalside location Paddington Central incorporates the dynamic nature of the area with a brand that changes throughout the day.

Central to the new identity is the new 'P' symbol, which acts as a living sundial by changing hour by hour to create different forms. The symbol is pleasing on its own, but really comes to life with movement (see below). DixonBaxi certainly don't need our how to design a logo guide.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.