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Metrotwin Mumbai is now live!
We've been really busy the last couple of weeks working on a new project for British Airways - a follow-up to Metrotwin, which we created last year.
British Airways wanted to follow up on what Metrotwin started by extending the concept of twinning to their second most popular route after London-New York, namely London-Mumbai. Except we decided to go with a blog this time, for various reasons, the most significant of which is that India’s blogosphere is an extremely active, growing place and a blog would be a great way to document the best of both cities while attracting the right audience at the same time.
We rounded up a group of some of the best bloggers out there, from both Mumbai and London, and the fab folk at Agency.com helped us build the site.
Metrotwin Mumbai will cover the best of what Mumbai and London have to offer. They are both similar in so many ways – both are vibrant, diverse, and have a huge history of art and culture. I often have problems deciding which city I like more. Our bloggers, all talented cityfolk who love their urban surroundings, are going to highlight their favourite things to do and places to see in either Mumbai or London (or both!!). The best places to eat Indian food in London? The best places to hang out after work in Mumbai? What’s the equivalent of London’s Kew Gardens in Mumbai, to soak in some greenery? The answers to all these and more are forthcoming. Just stay tuned to Metrotwin Mumbai.
A huge thank you to everyone involved in this project, especially Julia who came up with the very smart design for the site.
What are you waiting for? Head to Metrotwin Mumbai and check it out!
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What a nice letter about Metrotwin.com
In this week’s New Media Age this week (6 November issue), Steve Richards the MD of Yomega has written a letter titled ‘BA shows brands the way to use social media’. It’s a very nice letter in which Steve says:
“British Airways’ foray into social media underlines the appeal and potential of these channels for mainstream brands. UGC gets its fair share of damaging headlines, but BA’s Metrotwin initiative grasps the value of social media at a strategic level, underlining the BA brand as digitally astute and accessible and instilling a sense of community amongst its customers.”
Thanks Steve. We salute you right back. With competitors like you, who needs friends?
;-)
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How do you say London in type?
A fellow typographer has created a great series of postcards that show the subliminal messages sent out when using different typefaces.

With tongue firmly in cheek, some of the postcards are absolutely spot on. Who can doubt that Comic Sans isn’t the hand of God or that the typeface Stencil isn’t Rambo 4?
However, I was intrigued by the choice of subliminal message for Gill Sans: I am the son of a stonecutter. This is surprising, not least because there are so many things you could hold up against Eric Gill that being a son of a stonecutter is a bit of a cop out, but mainly because to many Gill Sans cries out “I am English”.
The typeface has a long history of being used for organizations that have a national prominence or by companies that are uniquely identified as having British heritage. From the LNER to the Ministry of Information, from Jan Tschichold’s iconic designs for Penguin to the BBC.
It was this heritage that we experimented using when we started the design phase of Metrotwin, the social utility for Nylonistas. One of the first ideas we discussed was signposting the different cities through colour and type:

The choice of Gill Sans for London was clearly cut, as was the choice of Helvetica Medium for New York. Used (in a roundabout route) by Massimo Veignelli and Bob Noorda for their signage plan for the NYC subway system, it’s now a ubiquitous part of the city’s identity, found on virtually every street corner.
Our colour choice was also to be found on every corner: yellow for New York cabs and black for London taxis. (We also had a secondary palette which didn’t get developed which used red British telephone boxes and blue American post boxes.)
In the end, we decided that the 2 colours (especially when reinforced by images of taxis as on the Metrotwin home page) had such a strong meaning that having city specific fonts was over kill.
However, it’s undoubtedly true that both colours and fonts have the power to create associations and send out messages of their own accord. Which reminds me, with Obama surging ahead in the polls there’s a really obvious one that Lars left out:


