Featured work
Visit London /
Saffron won the job of creating a new corporate identity for Visit London, the marketing arm of Europe’s largest city, in late 2006. The challenge was to find something that let London be historic and charming and also contemporary and evolving—and which avoided the clichés. The identity would support business as well as leisure tourism.
The final logo for Visit London. It comes equipped with alternate factoids to place below the logo (See below for some samples).
The London Eye
The Visit London organisation brand architecture
The solution was a typographic identity based around a core idea of Visit London as “champions” for London and drawn in red—a colour solidly if not uniquely associated with the city. London’s quirkiness entered in the form of “factoids”, like “It rains more in Rome” and “Est. 50AD”, which are given their own line in the wordmark when the situation calls for it.
Sample applications for a ‘The official’ Queen approved city guide book, shopping bag and the classic ‘It rains more in Rome’ unbrella.
In all versions, the identity is unpretentious and unadorned and befits London’s stature. “Marketing” magazine called the new logo “near-perfect”.
The factoid line is a tiny message board on which we can post something extra we want to say. They are rolling slogans, catchphrases full of cleverness and interest. Often, the factoid will be context-specific, acting as a sort of caption to what’s going on around it.
Business card sample
Logo colour options
Primary colour palette
Alas, selecting one design route, however ‘near perfect’ it may be, always means leaving a number of other interesting routes on the cutting room floor. These are a few of our favourites from the vaults.
Alternate concepts
