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 included creating comprehensive style guidelines and brand assets, establishing the Eye brand, which has since expanded to cities such as Orlando, Sydney, and Blackpool.
