And so it is decided, The Greater London Authority has confirmed that Saffron Brand Consultants has won the Brand for London tender to create a visual identity for the capital.

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?”

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因此决定了，大伦敦政府已经确认Saffron品牌顾问公司竞得了伦敦标志的投标，为首都设计一个视觉标志。

Saffron 负责人Ian Stephens宣布伦敦品牌的启用将不会迟于大伦敦政府原先规定的下个月的最后期限。

紧跟着这个宣布，纽约品牌开发者Prescott Perez-Fox发表了他自己的观点。
Perez-fox 说，一个对这次投标的主要指责，是只有一小撮设计公司被允许首先投标的事实，你甚至可以在竞争开始前就已经可以知道是谁得胜了。官方限定了公司大小，营业量，保险措施，健康与安全和其它等标准的最低标准 ，这便立即排除这么多英国极有才能的小机构。（比如，有多少设计公司有为同性恋提供社会外展服务的政策， 又有多少设计公司正确地计算了他们的碳足迹？）
我试图利用伦敦的图形基因来设计 ，由明亮的颜色，简单的形状，干净的版面设计，空白和一般概念组成，这样可以融合进一切事物。Perez-Fox继续说，“我的动机，象我想象别人的感觉一样，与其从一开始设计一些可扩展开的东西，一个形成一个系统的东西，倒不如设计一个可以应用于所有用途的漂亮标志。

这个标志取决于传统英式字体Gill Sans的一个更新版本，这个新版本，我暂时叫它做“Giww”, 它简化了一些字母，特别是那些带弧线的字母。

看了Perez-Fox网页上关于伦敦标志的全部方案，他以问句结束了他的贴，“你觉得怎么样？这可以行得通吗？评论家们会怎样说呢? 在伦敦2012奥运会标志带来的强烈反响之后，英国人会乐于接受这样一个设计方案吗？以你的品味看来，它是可以得到公认的，独一无二的，可拥有的吗？

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当然，甚有趣的是，那家泄露bt新标志的VentureThree公司也在他们的网站上发布了一个叫London的方案，那位大腹便便、手插西服口袋的鲍里斯市长，正在他们设计的伦敦标徽的演讲台上大声呐喊，莫非只因为那个徽标刚好有两个自行车轮子般的圆？

消息来源////logodesignlove//翻译//玎玎//资料整全///michael//未经允许，不得转载 ©2M2 UN 2010