LMC revamped the London Eye’s image from being seen as cold and corporate during its British Airways sponsorship, to a welcoming and friendly attraction under its new title, The Merlin Entertainments London Eye. The iconic skyline graphic has survived three sponsorship rebrands under EDF Energy, Coca-Cola (both designed by LMC) and Lastminute.com, demonstrating the adaptability of its identity. The rebranding process included the creation of comprehensive style guidelines and brand assets.
