GLA head of design Tom Lancaster says, ‘To help our many partners and internal departments understand the different elements that make up this London look, we put together ‘The A-Z of London’ a jargon free guide to our visual identity and brand approach, created to make sense to people that don’t do design.’
Lancaster says the look takes cues from the London tourism brand which advertises the capital to tourists overseas, created by GLA agency London & Partners and the private consultancy Saffron.
Further inspiration comes from ‘the wide type-setting used by the London Underground.’
All communications for the London and Mayor of London brands will now be set in Akzidenz Grotesk BQ and a cyan blue has been specified as the lead colour.
The look used by the department is characterised by simple, pictorial graphic communications.
Lancaster says, ‘We try to strip everything down to its essentials. At the moment we’re running a Diwali campaign with quite an abstract light and we’re about to release one with a firework on it for new year’s eve. As often they’re used on the tube, people have only seconds to see them.’