Diller Scofidio + Renfro and Droga5 Collaborate on Graphic Identity for The Tide London Park Network

In October 2021, the architectural firm Diller Scofidio + Renfro, in partnership with creative agency Droga5, completed the visual identity for The Tide, a public park system along London's Thames River. The project involved designing a kinetic logo that captures the fluid, reflective qualities of light and water, mirroring the park's meandering pathways. Creative Director Chris Chapman oversaw the art direction, with Lead Designer Stephanie Mcardle handling graphic design elements. Producer Monika Andexlinger managed project coordination, while Lead CGI Designer Bruno Canales contributed digital visualization. The logo was developed to represent the diverse experiences available throughout the park network, emphasizing its organic, flowing character. This branding initiative supports The Tide's identity as a series of interconnected green spaces and recreational areas following the river's course.