The Greater London Authority (GLA) has selected corporate identity designs by EURO RSCG Wnek Gosper, putting the agency in pole position for a place on the roster for its £10m account.
The agency, which helped Ken Livingstone to victory in the mayoral elections, won a three-way pitch against Future Brand and Springpoint. The selection panel was headed by Livingstone and Trevor Phillips, chairman of the Greater London Assembly.
Mayoral communications adviser Harry Barlow says the panel was impressed with the flexibility of the logo, adaptable to suit campaigns such as anti-racism or environmental awareness.
The GLA is expected to spend up to £10m a year on advertising and the logo will be used on all GLA promotional material, locally and abroad. The body is drawing up a roster of agencies to handle the business and EURO is among those being considered.
The decision to invest in a logo has been criticised by both politicians and ad executives who say it is a waste of money that would be better spent on the arts, charities or the capital’s transport system.
The GLA says developing the logo cost less than £50,000 and that its campaigns will largely be funded through business and commercial sponsorship.