London Eye and Tate are cool brands - it’s official

According to The Guardian, "It is the coolest thing you can do this summer: get on a Ducati motorbike and ride to Tate Modern to the sound of a Bang & Olufsen stereo while wearing Alexander McQueen clothing and Agent Provocateur underwear."

The Superbrands consultancy, which organised the study, says that the key to the success of the London Eye has been "the careful positioning, design and management of the brand's truly unique offering. The logo embodies the Eye's visionary nature and supports its ambition of becoming an emblem for modern Britain.The circle is designed to represent 'a universal symbol of renewal, regeneration, harmony and hope'".

As for Tate, "it was the splitting of the London Tate Gallery into two that stimulated the creation of a new identity. In March 2000 a new logo, a Tate font and a colour palette symbolising openness, change and vision were unveiled.There was also a newly designed website, uniforms designed by Paul Smith, and signage.

A Cool BrandLeaders Tribute Event, attended by over 600 people, took place at The Bridge in Weston Street last week to mark the launch of Cool BrandWeek.
The occasion celebrated the UK's coolest brands with activities continuing throughout the evening. Asahi, Red Stripe, Gaggia and Shark bars, a giant YO! Sushi conveyor belt, the TAG Heuer McLaren simulator, Volkswagen Beetle Island, Scaletrix racing, X-Box pods, Aveda Relaxation zone, Cool Bands showcase and Goldsmiths College Art displays were just some of the many features of the evening.

Participants in Cool BrandWeek also enjoyed a viewing of the last night of the Matisse Picasso exhibition at Tate Modern followed by a trip up the Thames to the British Airways London Eye to enjoy the panoramic views from private capsules.

The Superbrands "cool council" included TV presenter Dermot O'Leary, DJ Carl Cox and photographer Rankin.