A Brand for London

London is…

Posted in Solutions? by Moving Brands on September 1, 2009

Last week, we started looking at a sign off idea where the existing London brands are united with the addition of a London symbol.

We have developed this more, creating a space for people, or organizations, to express what London is for them.




Images from Alan Thornton. © Alan Thornton 2008.

The * symbol could be used to represent peoples voices…

or to represent the many organisations involved with London…


Tube Map and London Underground roundel © TfL.



12 Responses

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  1. Andy said, on September 1, 2009 at 12:29 pm

    Using the asterisk as a symbol might be a bad idea – When you see an advert with a headline that boasts something positive/beneficial, it usually includes an asterisk at the end of it. Applying that to London would be like saying “This is London, but it isn’t as good as it sounds”.

  2. Joe said, on September 1, 2009 at 12:38 pm

    Nice image flip on the E.Pellici pic!

  3. Steve Price said, on September 1, 2009 at 2:01 pm

    It almost feels like enormity of this project means that anything any of us do will never be quite right. The I HEART NY isn’t an amazing pieve of design, but it has become iconic over the past thirty years. It almost feels like the result of this project is in the shadows of that icon.

    I like this as a campaign, but as a ‘brand’ it’s too aloof. It reminds me of the Evening standards recent campaign. It does work as an accompanying campaign strapline perhaps?

  4. martyn reding said, on September 1, 2009 at 3:38 pm

    i agree. it’s clever, but not bold enough. i don’t think London is this subtle. the LOVE is a stronger icon.

  5. Moving Brands said, on September 1, 2009 at 3:53 pm

    Andy makes a really good point and this is something we’ve discussed.. For the sign off idea to work it would have to be clearly distinguished from the hidden costs, Ts & Cs’ etc negative use of the asterisk. It would need to always be positive in context and it would risk being misused.

  6. martyn reding said, on September 1, 2009 at 4:31 pm

    although it would be great to have a symbol from Unicode. Something that is already available digitally, that you can essentially claim.

  7. Gareth said, on September 1, 2009 at 4:41 pm

    I really like this idea, but don’t think the concept is strong enough. I think this could be a part of the execution / campaign of an idea that encompasses – is based around – a new logo.

  8. Matthew Baker said, on September 2, 2009 at 12:00 pm


    I really like the ads and feel they bring a strong sense of what London is. Am not so sure about the * sign for the principal reason that it may mean something is slightly amiss or we are not giving the whole truth.

    The london with the tube logo works for me but I do not feel that the generally uncomfortable and crowded tube is a good representation of London as a whole.

    Many thanks

  9. sofiagk said, on September 2, 2009 at 12:27 pm

    I really like the idea. I am always amazed at how London can mean completely different things to people. And this multitude of opinion is well expressed in this idea – as for making it a bit stronger – perhaps, but I wouldn’t abandon it, I think it’s lovely.

  10. Rich said, on September 15, 2009 at 11:00 am

    Whether this execution works or not, is evidently debatable (for the record I agree it would have worked as a campaign but is not strong enough as an identity in it’s own right). However, what should be applauded is the idea itself; creating a unifying system as a ‘sign-off’ that allows the existing brands to remain individual. I’m not saying it’s the solution, but I like the fact you attempted something that could allow the ‘individual entities’ to remain as exactly that. As this is the major issue for many.

  11. timfromthenetherlands said, on September 27, 2009 at 10:19 pm

    This concept is simply to ‘make a point’. I think it has no potential of being truly embraced and expressed by London people.

    I think the question should be: What is it about London that all London people passionately proud off?

    Its not just ‘love’ and its not ‘the tubes’. You have to dig deep.

    Quick brainstorm whilst typing:

    Working class people and upper class people share both ambition. A certain struggle to achieve certain goals and being proud afterwords. (<< This might be something. Find a common proud'ness within these two 'extremes' of society to represent the brand.)

    Cocky, stubborn and bold. (<< Do Londoners have that in common?)

    Winston Churchill. (<< They all love him and he is ^ )

    I keep you updated with more when it comes to mind. I would really like to hear what MB thinks off my point of view.

    Kind regards,


  12. timfromthenetherlands said, on September 27, 2009 at 10:42 pm

    Its not about how diverse London is and therefore suitable for everyone. Its about what makes it ‘proudly us’. I think concepts often evolve around the wrong principle.

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