The capital's official visitor organisation has scrapped the original Visit London logo, created by Wolff Olins, as well as consumer brand Totally London, which was designed by Abbott Mead Vickers BBDO.
The fresh design, with the words 'Visit London' and the body's website address in red lettering, was created by Saffron and will be used in all consumer, corporate and business marketing.
The identity will be rolled out internally and online before appearing as part of Visit London's first global advertising campaign, introducing the line 'See the world, Visit London'. The launch will coincide with the Olympic handover on 24 August.
Visit London claims its identity is more environmentally friendly than its precursors because its single colour reduces the amount of printing resources used. It is also more cost-effective.
Visit London, which is funded by the Mayor of London, the London Development Agency, the capital's borough councils and the tourism industry, spends about £10m a year on marketing the capital.
VisitBritain's review of its identity is on hold while it leads the Department for Culture, Media and Sport's tourism review.
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