Client
CITY OF LONDON

Scope
LOGO
IDENTITY

Branding a city is a highly sensitive affair. Love for a city means many different things to many people, and at the core is a sense of pride through past, present, and future. Emotionally, this rebrand needed to serve as an anchor for all Londoners. The logo’s nomenclature “Est. 43 AD” places an image in your head – one that’s different for everyone but immediately telegraphs a sense of pride and belonging. Once applied on tourist merchandise and souvenirs it also provides a fun frame to quickly deliver a dose of British humor.