A Brand for London

London voices

Posted in Solutions? by Moving Brands on August 28, 2009

Following on from our innit idea, how about representing different London voices through type? In it’s current form here, it’s bordering on patronizing. But the logo could be handed over to real groups of Londoners to create their own unique sign-off for their community, social group or club.


Images from The Sartorialist.


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  1. Andreas said, on August 28, 2009 at 12:08 pm

    Just come across this after you added me on Twitter. What a great idea. Pleased to of course see cyclists represented. Please don’t let London become London innit

    • Moving Brands said, on August 28, 2009 at 12:12 pm

      Cheers! Tell us more why you don’t like the idea of ‘London innit’?

      • Andreas said, on August 28, 2009 at 12:22 pm

        I don’t know if “innit” can be seen as a positive cultural image. Maybe something more about the trendy shorditch region? Or the buzzing markets?

      • Moving Brands said, on August 28, 2009 at 2:13 pm

        You could be right, maybe it’s too targeted. We do like this one though.

        Go on, have a go yourself: https://abrandforlondon.wordpress.com/submit-your-design/

  2. will said, on August 28, 2009 at 12:47 pm

    Andreas has a good point, though i use innit on a daily basis i dont think it is the correct image for the whole of london and many people just will not get it. (if someone in richmond was caught saying that they would probably get the slipper from daddy!!!)

    think this has more legs and flexibility to bring together what is essentially the whole world in one city. As a city, i think pure old fashioned concepts of britishness are not what really makes the place tick anymore however they should not be discounted as they are what brings in lots of visitors every year.

    also very happy to see LONDON in caps, it is strong, confident and unapologetic. plus the letter forms just look great together.

  3. Marty Alchin said, on August 28, 2009 at 12:54 pm

    One worry here is that some of these microcultural things (like “innit”) don’t make any sense to people who’ve never been to London. It’s great to represent them, and it would make perfect sense for identities within the city, but they don’t all translate well when used in a tourism context.

    “yah” is enough like “yeah” that most people should be able to understand it, but “innit” (at least, without a question mark) required me to look it up to get what it meant. Even words like “quintessentially,” while being perfectly valid, might not be well-understood by potential tourists from regions where English is a second language and “quintessential” probably isn’t very high on the vocabulary list.

    That said, I think these would be great for promoting regions and events within the city, where the audience is more likely to understand their meaning.

    • will said, on August 28, 2009 at 1:13 pm

      very good point, looking inward for a ‘quintessential’ london slogan could possibly be a mistake as many people from outside london and england just will not be able to associate with it or understand it and therefor it will not appeal.
      As much as i would love it to say, ‘just f*k*n london init!’ in the same flavour as the australia ‘where the bloody hell are ya’ slogan, it just doesnt seem to sum up the whole place and definately not to someone from outside looking in.

      would love to see this working within london tho for more local events and areas, eg PECKHAM mange tout! or THE WEST END £££££££££££

  4. will said, on August 28, 2009 at 4:11 pm

    i would not even hesitate the thought without some serious thought, which is im guessing part of the point of this blog for you guys to get some outside ideas.

    it is a massive task for a city i love too much to just throw out some design off the top of my head that do not do it justice.

  5. freshofmylens said, on August 28, 2009 at 8:56 pm

    Kudos to you guys for this brilliant concept!

  6. Joel said, on August 29, 2009 at 3:08 am

    Sorry, meant to put this one here:

    I think it depends on who you’re targeting with this rebrand. Is it Londoners? People from around England and around it? Or is it the world?

    I (heart) NY is global, written in letters and symbols that everyone in the world who knows the most basic form of English (or even just latin letters!) can understand.
    Obviously I’m not saying you should go the same way, I’m sure you can find something as catchy that isn’t a ripoff – but you should aim to create a brand as global as New York’s, since London is just as big and just as known.

    People around the world simply won’t GET “innit”, and I don’t think that’ll really sink in with anyone who doesn’t use the phrase on a daily basis.

    • Moving Brands said, on August 29, 2009 at 8:38 am

      Hi Joel, thanks for your thoughts on creating an globally recognisable logo. According to the brief, the target audience is…

      • Londoners
      • Domestic and International travellers
      • Domestic and International businesses (FDI)
      • Domestic and International students
      • Domestic and international film audiences
      • B2B audiences covering film, inward investment, creative industries, event management and business tourism.

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