So, good old Borris has decided to rebrand the captial! Is this just trying to push a sqaure peg through a round whole? With such an iconic image does London need a ‘logo’/brand NYC style? I’m not sure. All I hope is that the agency that’s been awarded the project is able to create a brand and logo that works across different media. Do we want/need a repeat of 2012? Fingers crossed they get it right!