In the last year, few things have caused as much debate in the British design world as much as that of Boris’ tender for a London logo. The tender asked for unpaid creative work in the first round- a big no-no in the design community (but unfortunately a trend that has been on the rise). The aim was to build a brand for London as powerful as that of the ‘I Love NY’ for New York.
Despite international agency Saffron winning the tender, debate is still rife in the design community as to whether the campaign should be supported. It’s all one big interesting saga- and one that will no doubt affect London’s future marketing strategies for overseas visitors.
So how does this refer back to developing audiences? It doesn’t really, unless we think about how this new logo will bring in more visitors into the city (and participate in London arts)- but it’s worth pointing out that back when the tender was still open, Moving Brands – an agency which was competing for the work, thought it best to let the people of London build the brand themselves, consequently turning their blog into an online sensation (albeit a short-lived one until they were knocked out of the process). Power to the people!