The launch of London’s new logo failed to excite the national media. The
Financial Times gave it one brief paragraph, while the Daily Telegraph
cropped the visual so badly that it lost essential elements of the
Under the heading ‘Atrocious’, a pundit described it as ‘hideous,
witless, feeble and ineffective’. Clive Hobbs, head of the London
Tourist Board, and the logo’s creator, Laura Haynes of Beresfords, were
left to defend the design as showing ‘vitality and optimism’ linking
heritage with a more contemporary image.
Further criticism came in letters to the Evening Standard and the Times,
one making the political point that London has no elected authority and
two letters pleading on behalf of student dancers (the logo was said to
resemble figures dancing).
In contrast, six trade magazines came out fundamentally in support, both
of the design and the pounds 8 million marketing initiative it heralded.
However, as the opening salvo in a serious marketing campaign, it must
be said that it caused barely a ripple of interest.
Evaluation and analysis by Carma International. Cuttings supplied by
Standard Press Analysts