In Prep for 2012, London Hires Wolff Olins-Connected Firm for New Branding

With the Vancouver Olympics just around the corner, and with it a conclusion, all eyes will soon shift focus to London, who will have the next Olympic hosting duties just two years from now. Getting a jump on the attention, the city’s mayor has decided London needs a big new brand. As such, the city has hired the firm Saffron to come up with something for them. According to Brand Republic, the brand consulting company is chaired by Wally Ollins, the co-founder of Wolff Olins, who created the ruckus-raising logo for the 2012 games (and the one who isn’t Michael Wolff, who hated that logo as much as a lot of people did). So the whole branding effort is sort of staying in the family across the board, for better or worse (we’re sure you’ll hear all about it once the new logo gets released). Here’s a bit:

It had been hoped that the new branding would be rolled out in time for the Winter Olympics in Vancouver next month, but it is now expected to launch in the spring.

Mayor Boris Johnson said: “We need to have a multitude of promotional banners that encapsulate the vivacity of this wonderful city in all its multi-faceted glory. We need to tell international audiences what a great place London is to visit, study and work in.”