London First to BusinessLDN - the thinking behind our rebrand
Turning 30 gave us pause for thought — as we reflected on the London of the past and future, we decided now was the time to create a new name and identity to capture the organisation’s purpose as a campaigning business group and ongoing commitment to the capital as a city that supports businesses locally, nationally and globally.
What prompted it?
When we launched in 1992, our name was aspirational. Fast forward 30 years and, in part because of our success as a city, it had become an increasing barrier to the work we need to do to make London the best city in the world in which to do business, working with and for the whole UK.
Added to this was the experience of championing London’s recovery throughout the pandemic. With footfall significantly impacted and the funding model for London transport under pressure like never before, we started to discuss what is next for the capital in a changing world. How could we move things forward once again?
Why Business LDN?
Anyone who has renamed an organisation will know how hard it is to decide on the name. For us, as we consulted staff, members and stakeholders, two things kept coming up – we are business, and we are London.
We had other contenders, but ‘Business’ and ‘London’ were key to conveying who we are and what we do as we look ahead to the future.
We decided the international marker for London – LDN – was the right choice to denote our ongoing intentions for success as a global city. In our logo design, the distinct angles represent the way into London and the way forward for businesses. This comes to life in different ways throughout our identity.
We wanted to capture the energy of the city and the agenda we are gripping today. Working with members and staff, we honed a style that communicates our passion for the capital, our commitment to change and how serious we are about our mission. Our new colour palette draws inspiration from iconic London colours, which are bold, fresh and dynamic.
By rebranding, we have sought to put ourselves in a stronger position to secure our future vision of London.
As BusinessLDN, you will see us campaign to tackle today’s challenges and work to secure the future promise of London as our capital city and a place that works for business, for Londoners and for the whole UK.
At our launch event, our Chief Executive, John Dickie, shared our vision for the future of London, which places at its heart a city that is ready to go further – one that inspires, innovates, creates and connects. A city where businesses can find people, and people can find opportunity. A city that is a success story: open and inclusive, rich in history and culture; the business capital of the world.
To hear more about how our vision and brand sit together, watch our new BusinessLDN launch film.