LONDON CREATES

London’s leading artists and art world figures, gallerists, museum directors and auction houses are uniting to launch a new creative campaign, LONDON CREATES.

LONDON CREATES, a brand and campaign created by M&C Saatchi London, is being championed by the Evening Standard and the Mayor of London, Sadiq Khan, to support London’s place as a world-leading creative capital.

LONDON CREATES has been developed to celebrate the capital’s world-leading cultural and creative industries following a challenging few years due to the impact of the pandemic and the cost-of-living crisis. It will initially focus on the promotion of London’s visual arts sector, with the ambition to extend to other areas of the arts in which London leads – fashion, film, theatre and music.

M&C Saatchi London was responsible for developing the LONDON CREATES brand, campaign and communications strategy.

The LONDON CREATES brand name is designed to be flexible and open-source, to enable it to be harnessed and adapted by London’s diverse creative and cultural organisations and individuals. Working as a standalone brand, it can also be used as a prefix to form lines such as “LONDON CREATES IMPACT” or “LONDON CREATES ART”.

The bold, digital-first animated logomark features blocks coming together, to represent the dynamism and ever-changing nature of London’s creative community. This is also reflected in its vibrant colour palette.