City of London considers lifting century-old signs ban

The City of London Corporation is exploring the possibility of ending a ban on corporate signage that has restricted companies from displaying logos on buildings for over a century. This potential policy shift aims to bolster the Square Mile's reputation as a leading global financial district.

Maintaining the Square Mile's character

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The existing bylaws, dating back to at least 1911, were established to ensure a high standard of design and limit advertising to preserve the character of the City. The rules aimed to prevent excessive or obtrusive advertising, inappropriate illuminated signs, and displays above ground-floor level. However, these restrictions have faced opposition from financial institutions, including banks and law firms, who view them as outdated.

Support for the policy change

Councillor Shravan Joshi of the City of London Corporation expressed support for the proposed change, stating that decision-makers in the Square Mile largely wish for this to occur. He suggested that allowing international firms to display their names should be seen as a compliment to London. Joshi clarified that the proposal does not advocate for neon signage but for advertising that aligns with the City's conservative and tasteful aesthetic.

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Firms such as HSBC have previously sought permission to display their names prominently, with comparisons drawn to the more visible branding in Canary Wharf. While JP Morgan Chase and Clifford Chance were also mentioned as having expressed interest in displaying corporate logos, JP Morgan ultimately chose to develop a site in Canary Wharf, though signage rules were not cited as the reason for this decision.

Next steps for the policy change

For the signage rules to be relaxed, any proposal must gain approval from two City of London Corporation committees. This process is expected to take approximately 18 months to complete. It is anticipated that there will be limitations on the extent of relaxation, and potential disagreements may arise over which firms secure prime advertising locations, such as at developments like 100 Bishopsgate.