I can exclusively reveal that secret plans for a new brand for the City of London have been prepared and a new, exciting 'official' London brand is about to be launched very soon.

These plans form part of Mayor Boris Johnson's Recovery Action Plan for London that outlines the importance of championing London in the UK and overseas. Creative has been signed-off and sources close to the project tell me that the new brand is nothing like any other branding project for any city anywhere in the world.

The new brand London identity is set to go a very long way in creating a unified and consistent brand image for London in much the same way that has been achieved for the Big Apple.

The difference is that it uses self-parody and like us Londoners doesn't take itself too seriously! Let's face it, when England crashed and burned from the FIFA World Cup a couple of weeks ago, you needed to keep a sense of humour, right Boris?

The timing of this re-brand for London is perfect, too.

In my last blog I told you about the meeting that LOCOG had organised about the do's and don'ts over the use of the London 2012 brand and the lack of any plans to embrace those stakeholders who couldn't be sponsors or licensees but nonetheless wanted to join the party that's taking place in their backyard.

Well, the frustration felt by so many businesses at that gathering could be about to dissipate if the new London brand identity is made available to all and can co-exist with London 2012.

But there's no guarantee it will be available to all businesses - so my lobbying for this to happen starts right now!

Currently, there are around 10 separate London agencies that have the task of promoting London to the outside world - and they include the GLA, LCCI, Film London, LDA, CBI, Think London and Visit London to name a few!! That may sound like a lot of activity that helps get across the message that London's open for business, but actually it does the reverse as there's no strong identity being pulled through these communication efforts with a clear identity for London and a consistent tone of voice.

So for that reason, Boris and the Promote London Council need to be congratulated for getting round the table and putting aside their own differences for the sake of London.

Get in touch with me if you're interested making your voice heard by the Promote London Council in how the new London brand can be used for celebrating the best of what our great city has to offer before, during and after London 2012 has come and gone.

 

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