Saffron was named as the winner of the competition by Design Week last week.
The consultancy is now working up proposals ‘to reflect the unique brand identity of the capital’ ahead of the 2012 Olympic and Paralympic Games, according to the GLA.
As well as creating the marque, Saffron will be working on promotional activities and events to take place in Trafalgar Square, at international trade fairs and at major sporting events.
London Mayor Boris Johnson says, ‘We need to have a multitude of promotional banners that encapsulate the vivacity of this wonderful city… we need to tell international audiences what a great place London is to visit, study and work [in].’
Dan Ritterbrand, director of marketing for the GLA, says, ‘Saffron has come up with some great ideas and we are looking forward to it creating a powerful brand identity that will be clearly understood, underpinning the story of London and the many messages we want to communicate to the world.’
Saffron principal Ian Stephens says that the marque’s launch will not come ‘much later’ than the GLA’s original deadline of next month.