London is always compared with other great world cities – New York, Tokyo, Hong Kong, Paris and the others. London isn’t like them. London is like London. Almost everyone in the world has heard of London but not many people know it. So, people pick up their ideas about London from books, television, social media and a wide variety of other influences – none of which can be controlled and many of which are misleading.
Saffron was commissioned to create a branding programme that would bring together all the various bodies which represent London in the world – Visit London, Think London, Study London, Film London and so on and to create an overall umbrella idea which could be used by all of them in a way that was appropriate for their particular audience.
The brand expresses the quirky, understated, confident, self-deprecating style that anyone who knows London will recognise. Have a look above.
