Johnson aims to create a “unified brand for London” after the Olympics, and wants to ensure that the proposals reflect the views of Londoners.

The GLA said it plans to consult the “widest range” of stakeholders in the city, including the public, commentators, the cultural sector and the design sector. A core element of the work will be assessing what businesses and the public think of the current London branding.

“It is fundamental,” the GLA said, “that London’s brand is owned by London’s existing brand holders and by Londoners. Therefore we welcome proposals which will develop/test the London narrative and design elements through public engagement.”

Requests for Tender documents should be emailed to: david.adam@london.gov.uk with ‘PN493 – A Brand for London – Public engagement in brand development’ in the subject line.