Loving branding for the wrong reasons

Apparently not. This is not the rationale behind the branding according to UnderConsideration – “The new logo is built around a simple icon we call ‘Beam’. Named after a piece of theatre lighting terminology, this bridge like mechanic stays static in position, across logo formats, and becomes the instant icon at the centre of the whole identity.”

So it had nothing to do with the rising and falling of Tower Bridge. Undoubtedly one of many examples where what we see is not always what we were supposed to see.

Some images taken from The Bridge Theatre.