Normally I try to stick to media & entertainment news, but when the city of London decides to rebrand, you certainly have to take notice. Yesterday, London Mayor Boris Johnson officially launched the project that was heavily rumored for months. The brand assignment includes the creation of a new logo and comprehensive brand identity for the world city.
Update 9 June: Approximately £2M will be spent on the brand assignment.
Update 8 June: Advertising Agencies will be under instructions to play down the role of the City’s bankers, tainted by the recession.
A motion graphics component is part of the initial brief. City Hall is now in the process of approaching agencies and consultants about creating the brand. The mayor’s office expects to launch the brand campaign in the New Year.
I’ve been told that once launched, a seperate assignment will be used to promote the new London brand throughout the world, in early anticipation of the 2012 Olympics. It will take a similar form to London House, the venue setup during the Beijing Olympics in 2008 to promote overseas investment and visitors to the capital. It should be noted that City Hall’s economic development arm, the London Development Agency, ran London House