Branding News: Future London to run 'green living' activity

An initiative promoting environmentally friendly living to London residents in the run-up to the 2012 Olympics will be unveiled next month.

'Footprints of a Generation', the branding for which has been created by Unreal, launches on 7 September as part of the Future London campaign, which seeks to help the capital's residents lead a more sustainable life.

Future London is run by London Unlimited, the organisation responsible for developing the city as a global brand, backed by the Mayor of London and London Development Agency.

The 'Footprints' activity will encompass a series of installations at key locations across London, including the Truman Brewery and the Science Museum. Images within the installations seek to inspire the public by showing the damaged city its residents will inherit if changes are not made, alongside the positive effects if they do take place.

Unreal, which is on the Greater London Assembly roster, has developed a logo featuring a footprint incorporating London icons such as red buses, the London Eye, Tower Bridge and St Paul's Cathedral. It also includes 'green' symbols such as trees, flowers, fruit, recycling bins and cyclists. It is intended to spark debate about the sort of environmental 'footprints' that consumers are leaving. The London 2012 logo appears on the big toe of the footprint.

Separate footprint logos have also been created to reflect each of six areas covered in the installations: homes; food and drink; travel; open spaces; the future of the city; and the London 2012 legacy.

The launch of Future London: Footprints of a Generation will be accompanied by internet banner ads, press and outdoor executions, as well as three branded carbon-neutral buses.

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