Mayor of London branding pack (sb1)

Within the brief pack, it was mentioned that as the campaign is an open one, that the Mayor of London brand guidelines do not need to be stuck to if it doesn't make creative sense, however i thought it would be useful to look at some of the information provided in the branding pack to get a feel for what i should be considering to communicate.

AMBITIOUS We are bold and forward thinking in our communications. This reflects London’s status as a world leader in arts, culture, science, technology and finance.

AUTHENTIC We show a true London  that Londoners know and connect with.

ENGAGING We always encourage people to get involved. We want to inspire people to take action in our communications.

DIVERSE We reflect a city that is quirky, charming and adaptable –  we celebrate London’s differences.