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Boris Johnson spends £500,000 to rebrand London
Pippa Crerar29 Jan 2010
Boris Johnson has hired top design consultants to “rebrand” London at a cost of £500,000.
International design agency Saffron will create a new image and logo for the capital. City Hall wants to emulate New York's “NYC” emblem.
However, Green Party Assembly member Darren Johnson said: “London has a very clear identity that's known throughout the world. We don't need to spend £500,000 on branding.”
The Mayor said: “We need to have a multitude of promotional banners that encapsulate the vivacity of this wonderful city.”
Wally Olins, chairman of Saffron, previously co-founded Wolff Olins, which was behind the “jagged” 2012 Olympics logo.
Reader views (16)
Where's the return of the ROUTEMASTER BUS Boris?.
- John ., Scarborough N. Yorkshire . England. U.K.
The latest news on this project is that it will be basically a modern bus with a hole cut out at the rear where a retractable door will be used. Which would mean a bus with 3 entrances/exits now where have I seen buses like this before? Ah yes Hong Hong basically the enviro 500 bus.
- Melvyn Windebank, Canvey Island, Essex, 02/02/2010 12:49
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Funny how boris said there is not enough money for providing the drinking water fountains he promised before the elections but 500k is available for this.
Does this mean our great city will have a pointless tacky label on it? I can hardly imagine a tourist recognising london adverts more for this logo than the 100s of classic iconic and beautiful landmarks known the world over.
Boris you really have no idea.
- Richard, london, 31/01/2010 21:26
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So where are the comments from BOJO supporters praising him for wasting money that would be better spent painting some subways!! Boy how these Tories love to waste money!
- Melvyn Windebank, Canvey Island, Essex, 31/01/2010 17:01
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Could you just remind us of how much Ken spent on the "LondON" logos? Just for fairness sake. I seem to remember it was many millions.
- Jules, London, UK, 30/01/2010 16:09
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Wally Ollins is a genius who has branded many things better than London-if he can't do it it's a dead 'un
- Amoreno, luxembourg, 29/01/2010 20:36
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How about err idea!!
LonDONE
Yes that's it LonDONE
Kerching
- People Of No Power, London, 29/01/2010 19:55
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The Mayor puts up bus fares by 20% then wastes half a million pounds on this?
- Helen, West London, 29/01/2010 19:54
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How about 'Come to London, where the streets are paved with gold'..?
- Paul, Bromley, 29/01/2010 19:44
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Where's the return of the ROUTEMASTER BUS Boris?.
- John ., Scarborough N. Yorkshire . England. U.K., 29/01/2010 19:42
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What a prize prat this bloke is I'm so glad I never voted for him (or red ken).
We don't need to rebrand London, and just think what could have been done with £500K, old people, youth clubs, the list is endless.
- P Staker, London, 29/01/2010 14:13
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Hi Boris. How about
"London - it's FAB!".
Right, now where's my half a million quid?
- Anthony, Esher, Surrey, 29/01/2010 14:07
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No doubt some of his Eton buddies,but what to you expect from a Conservative rich boy.
- Dave, london, 29/01/2010 13:53
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Boris LOL! He's so funny!
- Liam, London, 29/01/2010 13:44
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Is there really nothing better to do with half a million quid of the Mayoral budget than fling it at a few creative types to spend on new Apple iPads and moccaboccacinos from Starbucks?
Is it April 1st already?
- Nobby Clark, Perth, the Scottish one, 29/01/2010 12:34
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Why not simply put this out to tender amongst many london design consultnats. have them submit one each. Let londoners decide the winner. The winning firm gets great prestige and a nominal fee can be agreed on. Win Win situation.
- Joanna, london england, 29/01/2010 12:27
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Why is it that politicians have no sense when spending public money? It never seems to enter their heads that they're spending 10x more than necessary.
- Eastender, London, 29/01/2010 12:06
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