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.
• 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.
We welcome your comments on this post: