London is to get a co-ordinated approach to its marketing as an international business and tourism destination, following the appointment of Interbrand to work with the London Development Agency’s promotional unit, Team London.
It is not yet clear precisely what kind of design applications – such as a single unifying brand marque – will be produced. ‘Details are still to be worked out,’ says an LDA spokesman.
However, Interbrand’s brief is to define a common p
romotional language and visual identity that builds on London’s ‘diversity, dynamism and uniqueness’.
Team London chair and LDA board member Tamara Ingram says the initiative is about improving the way London is championed at home and abroad. ‘Instead of having around 20 different approaches, we can now develop one vision and a co-ordinated strategy.’
Interbrand chairman Rita Clifton will be close to the project, which is being led creatively by creative director Simon Wright and senior designer David Carroll. The consultancy won the work after a lengthy pitch process. The first evidence of design work is expected in the summer.
London Mayor Ken Livingstone believes the city has ‘not been promoted as effectively as it could be in the past’, largely because of the number of different interests involved.
Team London members include the British Tourist Authority, CBI (London), the Corporation of London, London First Centre and London Arts, as well as educational and Government bodies.