Agency to put identity by Johnson Banks first

Investment agency London First Centre is set to unveil its new corporate identity later this month, designed by Johnson Banks.

The consultancy was briefed to breathe new life into LFC’s identity and the revamped image will cover all aspects of the organisation – from the logo to printed collateral and screen-based applications.

Although Johnson Banks creative director Michael Johnson declines to reveal details of the identity, he says the aim is to encapsulate all that London has to offer in a single focus, rather than in the more usual abstract images.

LFC, which is funded by the London Development Agency and London First, was established ten years ago to promote London as an international business destination and to entice fresh investment to the city.

‘People tend to confuse London First Centre with London First. In reality they have very distinct roles; London First Centre’s job being to persuade people to set up in businesses in London,’ says Johnson.

He adds, ‘The LFC vision wasn’t quite communicating this role. Our job is to take the positioning, and some of the names, and explore how they would use identities. It has been interesting and unusual work, and I think this will be one of the most unusual city identities ever designed.’

Johnson Banks’ role in LFC’s re-branding process follows strategic re-positioning work already performed by brand engagement company Circus over the past year.