Visit London to overhaul identity for 2012 lead-in

London is rebranding its global identity for the first time in five years to raise the profile of the city ahead of the 2012 Olympic Games.

Visit London, the capital's official visitor organisation, has hired branding agency Saffron to overhaul its consumer, corporate and business branding. This includes the Visit London logo, which was created by Wolff Olins, and the Totally London identity designed by Abbott Mead Vickers BBDO.

The fresh branding will promote the capital as the number-one city destination and be used in all domestic and international marketing.

It will be unveiled early next year in time for the launch of Britain's four-year Cultural Olympiad, which runs from the hand-over of the Olympic flame after the Beijing Games until the end of the Paralympics in 2012.

The first ad campaign featuring the branding will launch in the UK, US and Canada in April. This will be followed by a European campaign in the summer.

Martine Ainsworth-Wells, Visit London's marketing director, said: 'London is one of the strongest global brands, but, with the growing importance of emerging markets and maturing traditional markets, it is vital that London maintains its momentum.'

Visit London is funded by the Mayor of London, the London Development Agency and London Councils, as well as the tourism industry.

The organisation receives £15m in funding annually, £10m of which is spent on marketing the city both in the UK and globally.

The rebrand follows VisitBritain's decision to review the nation's brand identity internationally and in the UK to raise its profile in an increasingly competitive global tourism environment.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers