Saffron principal Ian Stephens says that the London marque’s launch will not come ‘much later’ than the GLA’s original deadline of next month.
Hot on the heels of the announcement, New York-based brand developer Prescott Perez-Fox published his own pitch.
Perez-Fox said, “One of the main criticisms for the whole [tendering] effort was the fact that only a handful of design firms were allowed to bid in the first place. You could almost name them before the competition started. City officials determined a minimum standard of size, billings, compliance, insurance, health & safety, and other criteria which immediately ruled out so many of the very talented 3-person agencies in the UK. (For example, how many design firms have a policy of community outreach for LGBT people, or have calculated their carbon footprint accurately?)
“My effort takes advantage of London’s graphic DNA, consisting of bright colours, simple shapes, clean typography, whitespace, and the general notion that you can combine anything,” Perez-Fox continued. “My motivation, as I imagined others felt, was to create something expandable from the start, something that creates a system, rather than one beautiful symbol crowbarred into every application.”
“The identity is hinged on an updated version of the classic British typeface Gill Sans. This new version, which I’m temporarily calling ‘Giww’ has simplified some of the characters, especially those with curves.”
View the full Perez-Fox project on his page for the London brand. He finishes the post by asking, “What do you think? Could it work in practice? What would critics have to say about it? Following the backlash of London 2012 Olympics Logo, are the British welcoming for such a design scheme? Is it recognisable, unique, ownable enough for your tastes?”