Brief set by SomeOne.
All eyes will be on London in 2012. The Mayor of London needs a new brand identity which unites its 5 departments, accurately represents the city, and can work with the London 2012 Games brand.
The central element of the new brand identity is a series of chain links, giving the brand connotations of power, authority, safety, strength, but most importantly, connection.
The tone of voice used in communications, such as the compliment slip from office stationery, is direct but informal, achieving an important balance between authority and accessibility.
When the Mayor of London logo is used in the context of the Olympics, the 5 colours from the Olympic rings can be applied directly to the 5 chain links, showing the Mayor's on-going association with the event.
All eyes will be on London in 2012. The Mayor of London needs a new brand identity which unites its 5 departments, accurately represents the city, and can work with the London 2012 Games brand.
The central element of the new brand identity is a series of chain links, giving the brand connotations of power, authority, safety, strength, but most importantly, connection.
The tone of voice used in communications, such as the compliment slip from office stationery, is direct but informal, achieving an important balance between authority and accessibility.
When the Mayor of London logo is used in the context of the Olympics, the 5 colours from the Olympic rings can be applied directly to the 5 chain links, showing the Mayor's on-going association with the event.