The London Development Agency (LDA) is aiming to streamline the way the capital is marketed and sold internationally.
At present, bodies representing London use a wide variety of emblems and signage for their communication.
Industry-led steering group Team London, which will include representatives from organisations such as the British Tourist Authority and be led by the LDA, is to decide on the feasibility of a unified London brand and icons. If the project is approved the LDA will appoint a branding development agency by late summer.
The LDA was created in June 2000 as part of London’s new governing structure, with a brief to co-ordinate the economic regeneration of the city. It reports to London mayor Ken Livingstone and has a budget of &£300m. One of its responsibilities is to channel the funds granted by the Department of Culture Media and Sport to the London Tourist Board.
A spokeswoman says: “LDA is exploring whether it is possible to give London a brand identity that everybody can use to improve the way London is marketed, and to sell London internationally.”
The LDA presented a three-year strategy for regenerating tourism in London to the mayor’s office in March.
The body has recently granted &£21m grant towards the cost of building a new national football stadium at Wembley. The Department of Trade and Industry has approved the &£715m rebuilding project.