‘The A-Z of London’ guidelines created for the Mayor

The Greater London Authority’s in-house creative team has created ‘The A-Z of London’ guidelines to make the Mayor of London’s communications clearer.

The GLA's new guidelines
The GLA’s new guidelines

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.’

The GLA's new guidelines
The GLA’s new guidelines

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.

The GLA's new guidelines
The GLA’s new guidelines

Further inspiration comes from ‘the wide type-setting used by the London Underground.’

The GLA's new guidelines
The GLA’s new guidelines

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 GLA's new guidelines
The GLA’s new guidelines

The look used by the department is characterised by simple, pictorial graphic communications.

The GLA's new guidelines
The GLA’s new guidelines

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.’

The GLA's new guidelines
The GLA’s new guidelines
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  • Neil Ayres November 30, -0001 at 12:00 am

    Anything in there about digital execution, Tom?

  • Tom Lancaster November 30, -0001 at 12:00 am

    Hello Neil,

    Sure – there’s some online display ad info, a dedicated ‘O is for online’, and web specs for colours and logo sizes. You can see and download the whole A – Z at http://bit.ly/A-ZofLondon

    T

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