Helical plc is a London-focused real estate development and investment company, formerly known as Helical Bar plc until a name change in July 2016 [1]. The company’s roots go back to 1919, when The Helical Bar and Engineering Company Limited was incorporated to make and sell reinforcing steel for the construction industry [2]. Today, Helical is recognised as one of London’s leading development-focused real estate companies [2].
Design and History
In 2022, Helical underwent a full rebrand and activation programme implemented by the London-based design agency Sampson May, which had previously produced Helical’s annual and sustainability reports for several years [3]. The rebrand included a new website as a key component of Helical’s digital communications [3]. Sampson May described the project as creating a “new digital-first brand and website” to communicate a benchmark shift in Helical’s strategy and its future-focused outlook [4].
According to Sampson May, the new visual identity “retains a link to the heritage and equity of the old brand but delivers a more impactful, confident and contemporary identity that can work at scale from development hoardings to small-scale digital applications and moving image” [4]. Helical itself has referred to its corporate brand as “distinctive new (award winning)” and noted that it features a “distinctive yet subtle marque and font” [5]. The rebrand work was shortlisted for the Digital Impact Awards 2022 in the category of best use of digital within the property sector [3].
Typography and Design
The primary typeface used in the Helical identity is APK Protocol, which Sampson May describes as “distinct, beautifully crafted and highly legible across both digital and print applications” [4]. Helical has stated that it prefers to let each of its building developments occupy its own distinct identity, separate from the overarching Helical corporate personality [5].
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