Magazine article Marketing

London Transport Makes Branding U-Turn

Magazine article Marketing

London Transport Makes Branding U-Turn

Article excerpt

London Transport makes branding U-turn

London Transport (LT) has unveiled a corporate image about-turn in a bid to regain the authoritative branding it enjoyed in the 20s.

Its most striking change is the prominent re-introduction of the red roundel symbol -- introduced by the company's pre-war chairman Frank Pick.

A new "user-friendly" design manual is being circulated this week to managers in all LT's divisions. These include London Underground, London Buses, Docklands Light Railway and other interests such as property, catering and publishing companies.

Design consultancy Wolff Olins -- recently in the news for its controversial new BT logo -- was brought in by LT in 1986 in anticipation of the deregulation of London's transport services and the demise of the Greater London Council (GLC). The Government restructured the company and renamed it London Regional Transport (LRT).

But a Wolff Olins logo based on this name change was rejected in 1990 after only four years of use. Another designer, Pocknell & Co, was commissioned to oversee a fresh look and produce guidelines for its implementation. The result took about 18 months of research and has cost LT around 200,000 [pounds]. …

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