Local residents and workers are being invited to share their views on the London Bridge area to help shape a new 'brand' for the neighbourhood.
The London Bridge Place Identity Project has been launched by business improvement district Team London Bridge who have appointed place branding consultancy Place Matters, destination development consultancy Ideado Consulting and brand design specialists Zulver & Co to carry out the work.
"It is now a good time to reflect – how recent developments are changing the local area, how they are serving the dynamic and fascinating local community, and what the area needs to do to express itself better – for while the name London Bridge is known around the world, there is no consensus on what and who the area represents, what it has to offer [and] what more it should offer," said Donald Campbell of Team London Bridge.
"It was therefore important to appoint a team of specialists who have the expertise to approach this from a community and spatial perspective, rather than just a marketing angle."
A three week period of open consultation begins on Friday 7 June.
The consultation – intended to involve hundreds of respondents representing the entire London Bridge community, as well as the thousands who visit the place daily – will be in the form of individual interviews, an online survey and an online comment board. Full details at www.teamlondonbridge.co.uk/identity
"The opportunity is a unique one," said Malcolm Allan, director of Place Matters. "London Bridge has the potential to become a destination determined by its people.
"Their opinions cannot help being respected by planners and will give investors and developers confidence that what they propose is actually what is wanted.
"The outcome will be change, that is for sure. Change for London Bridge. And change for London."
Team London Bridge promises that the outcome of the process will be "more than a logo and a tagline".