The rebranded London Evening Standard:[youtube]http://www.youtube.com/watch?v=MSHaCzb3yYk[/youtube]
reports that Boris Johnson is to spend £2m on a global marketing campaign to “celebrate London’s diversity” and intends to “emulate the global recognition of New York’s simple but effective “NYC” logo.” Advertising agencies will be receiving an outline brief next week and Londoners will be encouraged to submit ideas. GLA Director Of Marketing, Dan Ritterband, said: “A strong brand identity is crucial to London and we are looking at ways of creating a more recognisable logo and slogan.”
The reference to New York’s “simple but effective NYC logo” would seem to be this Saatchi & Saatchi (who, incidentally, are responsible for the current TfL “Catch up with the Bicycle” campaign) reworking of Milton Glasers’s 1977 logo:
The commenters on Brand New’s article appear unconvinced. It if ain’t broke, don’t fix it?
The London “brand” will be unveiled in February, with roadshows visiting the Vancouver Winter Olympics, the Singapore Youth Olympics, the Delhi Commonwealth Games and the Shanghai World Expo.
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