£32m fund to ‘dress’ London in 2012 Olympics brand

London's boroughs are to share a £32 million fund to carry out the capital's biggest branding exercise for the 2012 Games.

Key areas including the West End, theatreland, the Royal Parks and parts of Westminster will be emblazoned with the Olympic logo.

The cash will pay for temporary measures to improve the "look and feel" of the capital from banners and flags to light shows and stages.

City Hall marketing chiefs hope to create a colourful and uniform look incorporating the Olympic rings and the newly designed London logo.

The proposals come amid criticism that Vancouver Winter Games chiefs failed to give their streets an Olympic feel. Organisers ditched plans to "dress" skyscrapers to make savings during the recession.

Councils will be able to put in a bid to City Hall for the "Look of London" funds within a few months.