London To Get Brand Overhaul Ahead Of 2012

Visit London, the tourism body responsible for promoting the capital, is to rebrand the global identity for London for the first time in five years with an emphasis on its status as host of the 2012 Olympics.

Visit London has hired branding agency Saffron to overhaul its consumer, corporate and business branding including all existing logos and the ‘Totally London’ identity.

The fresh branding will promote the capital as the host of the 2012 Olympics, to be unveiled early next year in time for the launch of Britain’s four-year Cultural Olympiad, which runs from the hand-over of the Olympic flame after the Beijing Games until the end of the Paralympics in 2012.

The first ad campaign featuring the new branding will launch in the UK, US and Canada in April to be followed by a European campaign in the summer.