What's your initial reaction to this?
Wolff Olins has been hired to develop a brand for London in the lead up to and beyond the 2012 Olympic Games.
The agency has been appointed by London Unlimited, a new organisation that is backed by the Mayor of London and London Development Agency. London Unlimited charged with positioning London as the best city in which to invest, visit, study and conduct business.is
Wolff Olins said that the brand would reflect the work being done for 2012, as well as providing a legacy for London's residents and visitors.
James Bidwell, London Unlimited's chief executive, said: "We look forward to working with Wolff Olins to encapsulate London's unique essence as the world's most global and diverse city and to define a brand that resonates with Londoners and international communities."
London Unlimited has also named Deborah Hale, former global corporate communications director for WPP's Red Cell, as its brand director.
Wolff Olins begins work on the project this month.