A Brand for London

The Brief

This is the brief for the creative development and design of a new brand for London. The Mayor of London (Boris Johnson) has set in motion a process to develop London’s story and project it to the world. This programme of brand development will:

• Create a unified brand for London
• Set the vision for London post-2012
• Lead stakeholders around a shared brand
• Develop international promotion into a powerful policy mechanism

A London Brand Steering Group, chaired by the Mayor’s Marketing Director, Dan Ritterband, has been established to take the process forward. Membership includes representatives from the key agencies involved in promoting London internationally, who are committed to unifying their marketing and communications under a cohesive London brand led by the Mayor’s Office.

London currently promotes itself internationally as a place to visit, study and do business and we wish to create a unified brand for London which reflects those promotional themes and the breadth and depth of London’s story.

Why bother re-branding?
London’s successful bid for the 2012 Games raised London’s profile internationally. As we move towards 2012 there is a unique window of opportunity to capitalise on this exposure. There is a requirement for a single brand model and visual icon/logo that extends to all areas of the strategic promotion of London. This holistic brand positioning must capture the essence of London and resonate within business, student and tourist audiences – and Londoners – prompting a positive re-evaluation of London as a destination of choice. It is hoped that London’s new brand will be visionary, differentiating, challenging and something that only London and Londoners can own.

Building on developed Brand Values, London now needs a visual positioning that is differentiating and connects with its audience, reflects its status as host city for the Olympic Games and, most importantly, captures the spirit of the city.

The Mayor’s objectives for London
1. To position and promote London as the undisputed business capital of the world.
2. To position London as Europe’s number one city for culture.
3. To position London as the place to study for international students.
4. To position London as a leading centre of research, science and technology.
5. To position London as a leading centre of the Creative Industries especially film.
6. To position London as a low-carbon capital.
7. To position London as the number one city for inward investment.
8. To position London as the world’s number one visitor destination.
9. To position London as the number one place to live and work.

Target audience
• 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.

What do you think of London?
Tweet us: @we_are_london

We welcome your comments on this post:


5 Responses

Subscribe to comments with RSS.

  1. plan-bstudio said, on August 28, 2009 at 11:50 am

    I wrote this recently: http://designweak.com/2009/05/23/best-of-british/ which was a wider look at international destinations and their branding. I think this project, and your site covering your process is a great idea. So much so I am going to blog about it 😉

  2. Fabian said, on August 29, 2009 at 8:25 am

    Question…is this project open to talented freelancers;)

  3. Samuel Monnie said, on September 16, 2009 at 1:43 am


    As a former resident I’m a big fan, but London does need to step up its game to keep up with eg Barcelona, Stockholm ….so dont forget to push to get your voice heard outside of the country – after all visitors and tourists will be the key customers of the new identity.

    Also, It could be a great opportunity to reach out to the wider community of ‘brands’ that actively touch London – eg airlines, sports teams, retailers that also have a vested stake in the success of the output, you should tap into their creative minds and ample resources – encouraging them to submit.

    Also, Im sure you’ve covered this, but could be a great school project – to get kids engaged in the discussion – are there any shool bodies you could reach out to and encourage submissions ?

    Good Luck.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: