The GLA was a new organisation with an interim logo and no identity. The brief was to create a logo and identity that could work across a complex organisation branding the GLA, the Mayor of London and the London Assembly and quickly establish the impact that the mayorality on the capital.
The LONDON brand, that worked across the organisation and provided an opportunity to brand all aspects of London government. It was based on the London Underground identity, had the flexibility to work as a logo, quality mark and campaigning mark and provided the foundation for an organisational “look and feel” and individual campaigns.
- 95%+ awareness