GLA 'family' identity

Report: 11
Date: 22 May 2001
By: Clerk

Summary

The GLA has proposed that the MPA and other functional bodies adopt a family identity which would see the use of similar colours, logos and artwork on publications. For the MPA, this would mean changing our corporate colour from green to red and adopting the LONDON branding on all material.

A. Recommendation

That Members decline the GLA proposal for the MPA to adopt a family identity with the GLA and other functional bodies as such, but consider the use of the LONDON branding at the bottom of letters and publications.

B. Supporting information

1. The MPA is an independent body and needs to be seen to be independent of external control if it is to retain its credibility. Becoming part of the homogeneous group under the GLA umbrella, indistinguishable from the other functional bodies which are accountable to the Mayor, could cause unnecessary confusion at a time when we are attempting to raise awareness and understanding of our unique role.

C. Financial implications

To adopt the LONDON branding on all our stationery, publications and other material would add to printing and production costs if three colours were used (black, green and red). Using the branding in black only on original documents is not an option as the distinctive 'ON' would be lost. However, the GLA might consider our using green for the final 'ON'.

D. Background papers

None.

E. Contact details

The author of this report is Philip Powell, Director of Communications.

For information contact:

MPA general: 020 7202 0202
Media enquiries: 020 7202 0217/18

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