Brand for London tender results in London & Partners identity

A version of the identity created by Saffron for the Brand for London competition has launched as the identity for new body London & Partners.


Promotional agency London & Partners launches today, replacing the Visit London tourism agency, Think London inward investment body and Study London, which attracts foreign students.

A London & Partners spokeswoman says that the London & Partners logo is ‘an evolution of the old branding’ created by Saffron for Visit London, but that London & Partners had designed the identity in-house, without Saffron’s involvement. Saffron principal Ian Stephens says London & Partners’s in-house team added the Thames ’squiggle’ to a Saffron-created identity.

In January 2010 The Greater London Authority confirmed Saffron had won the Brand for London tender to create a visual identity for the capital. Stephens says the London & Partners identity is is the outcome of that tender.

London & Partners will take on the roles of the previous three bodies under one single brand, delivering an integrated strategy to promote London, aiming to enable a more co-ordinated approach to presenting London internationally in the run up to the London 2012 Olympic and Paralympic Games.

Mayor of London Boris Johnson says, ‘With so many landmark events on the horizon, from the Olympic and Paralympic Games, to the Royal Wedding and Diamond Jubilee, this is a really exciting time for us to promote London with a single voice.

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