DELIVERING THE FINEST TO THE FINEST IN THE WORLD
Roman Lettering Specialists NGS: The Wolseley City
Introduction
The Wolseley City gold signage project came to us via our website ‘Roman’ page link and immediately had my full attention, as Chris Wood, head of Wolseley City graphic design unfolded the story.
The Wolseley City was already established as a luxury restaurant and bar venue in the heart and Gateway to the City.
Opening their doors in 2023 – in the twentieth anniversary year of its iconic Wolseley Mayfair, sister restaurant – The Wolseley City brought a sense of familiarity and timeless elegance to the London Square Mile, offering guests a fine dining experience, inspired by its European culinery heritage, rich in hospitality and refined neo-classical interiors.
Origins
In 1921, Wolseley Motors LTD commissioned the architect, William Curtis Green, to design a prestigious car showroom in London’s West End. He drew on Venetian and Florentine influences, as well as incorporating the Eastern exotic touches that were in fashion at the time.
The grand, atmospheric interior with its towering pillars, arches and stairways was testament to the great ambitions of The Wolseley Car Company. Unfortunately, the cars did not fare so well and in a mere 5 years of trading by 1926 the Company was closing its door.
Barclays Bank acquired the building and the new branch opened in April 1927. William Curtis Green was recalled to install managers’ offices on either side of the main entrance (now serving as a bar
and salon) and a banking counter, further developing the Eastern lacquer theme. He also designed specialised furniture including a post box and stamp machine, still on display today.
The Wolseley Hospitality Group acquired the site in July 2003 and its restoration and renovation was overseen by David Collins Architects. The Wolseley opened in November 2003
The City of London Location
Like the original Wolseley Mayfair, TWC is located in an iconic flagship 1920s building. Situated on King William Street close to Monument Square, on the busiest 5 ways intersection in London’s Square Mile, home to the world’s financial district.
Formerly a bank and later a department store, this striking building is known for its stunning Ionic ornate, columned facade.
Above: Design test sheets were created, trialing placement ideas, lighting and reflective context challenges with full colour mocks and visuals.
Wolesely City typeface: ‘NGS Garamond Demi’ custom font creation
The most suitable brand typeface was selected by Louise and Chris at the helm of the look and feel of this exterior showcase. The original Garamond Pro font was taken into illustrator and refined where needed – the majority of serifs in the pro version appeared faily ‘slow’ around the visual pathways and I was allowed to smooth out transitions, reset kernings and clean up fine counter space detailing.
Above: Gilding work in progress – an outline and offset ‘drop shade’ was engineered into the final lettering for greater visinbility over our target 30-40m distance.
Wolseley City full colour brand visuals
We created sets of full colour visuals along the way in order to assist decision making by the Wolseley team.
On site at the Wolseley City – 4 days proudly all done.
Purest inlined Gold – far out and visible
A critical box that needed ticking required visibility of the new signage from at least 30m. Gold leaf on a dark ground gives out the greatest luminosity – more so than any other painted surface. The 24 carat gold leaf and lemon gold inlined lettering is now visible from a distance of 100m, from the mid point of London Bridge approach (above).
Factors influencing perceived brightness
- Purity (carat): The percentage of pure gold in the leaf determines its color.
- Higher karat gold (e.g., 23kt or 24kt) contains more pure gold, resulting in a brighter, richer, warmer yellow color.
- Lower karat gold is an alloy with other metals like silver or copper, which changes the tone and can make it cooler or less brilliant.
The final piece exceeded everyone’s expectations. A huge thanks to Mariusz, restaurant manager Dan, Davide, Micheal, Hamil, Mo and all the fantastic staff of the Wolseley City… including the chefs!
”Nobody can quite believe how much of an improvement this has made”.
Chris Wood – Head of Graphics.
Call us today for your special project evaluation and quote. Nick Garrett 07960113799