One of London’s most recognisable destinations is preparing for a new chapter. As Oxford Street moves towards pedestrianisation, Koto has developed a new brand identity that celebrates its history while looking ahead to a more open, welcoming future.

Built around the idea of ‘Oxford Street for everyone’, the identity reflects the diversity, movement and everyday encounters that make the street unique. Rather than imposing a brand onto the area, Koto has created a visual language that feels part of its surroundings.

At its heart is London Sans, a bespoke typeface inspired by the capital’s rich typographic heritage, paired with a contrasting serif wordmark and a distinctive lozenge drawn from historic street signage. Typography moves and meanders to echo the flow of crowds, while a characterful monogram and icon system bring further personality.

Supported by candid photography, playful campaign messaging and wayfinding, the flexible identity is designed to evolve alongside Oxford Street.