A new survey by a brand strategy company has found that more than half of Londoners think the capital should have its own logo, and most would prefer it to be a traditional symbol like Big Ben.
Ria Chatterjee has been out in our ITV News London cab to find out what you think of the idea of Brand London.
One of the London's best-known landmarks is to be renamed in honour of the Queen's Diamond Jubilee, following a campaign by MPs.
The clock tower of the Palace of Westminster - known to millions by the name of the bell it houses, Big Ben - will in future be known formally as the Elizabeth Tower.
Commons authorities backed the change last night after dozens of politicians added their names to a push by Tory Tobias Ellwood in favour of the switch.
Commons Speaker John Bercow has defended plans to charge visitors to the Palace of Westminster to see Big Ben. From July, visitors will have to pay £15 to climb the 334 steps of the clock tower to see the famous bell - an experience which is currently free.
Mr Bercow said the introduction of charges was to cover costs and would not be used to generate a profit.
The issue was raised in the Commons by Tory Robert Halfon who urged Mr Bercow to "look again at the decision" taken by the House of Commons Commission.