Rebranding London

The latest UK marketing news reports that Saffron brand consultancy has beaten off rival agencies Dragon Rouge and Studio Conran to win the Greater London Authority (GLA) marketing project. The project will involve creating a single brand identity for London.

The task, rumoured to be worth upwards of £600,000, is to be led by Daniel Ritterband, director of marketing for the Mayor of London. In addition, promotional agencies such as VisitLondon and ThinkLondon will be involved and rebranded to fit in with the idea of one identity.

Saffron brand consultants have aided the branding strategies of several multi-nationals such as Coca-Cola and large events such as the Madrid Open. Indeed, the chair of Saffron is Wally Olins who co-founded the company that thought up the London 2012 Olympic Games logo – this may or may not be considered a recommendation.

It was initially hoped that the new branding would be ready in time for the Vancouver Winter Olympics in February, however, due to a number of setbacks, the project is expected to launch in the Spring.

Boris Johnson, Mayor of London, said of the project: ‘We need to have a multitude of promotional banners that encapsulate the vivacity of this wonderful city in all its multi-faceted glory. We need to tell international audiences what a great place London is to visit, study and work in’.

Related posts:

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2. John Lewis set to sponsor London 2012
3. The rebranding of pop
4. London 2012 mascots unveiled
5. Sainsbury’s the “official sponsor” of the 2012 Paralympics