TfL brand family driven by Fitch

A new brand family for public transport in London, designed by Fitch London for a £150 000 fee, is being rolled out from this week as Transport for London seeks to integrate the system.

The work, previewed exclusively above, includes eight new logos that were developed based on the ‘classic open roundel’ used by London Underground since early last century, says Fitch London design director Graham Rhodda.

‘This is the common element of a co-ordinated identity system and [given that London Buses already uses a roundel] the bulk of signage won’t need to change,’ he adds.

TfL corporate design team leader Innes Ferguson says, ‘We are creating a whole brand that will be instantly recognisable to transport users. This new range of logos will help to raise the profile of TfL as the capital’s transport operator and badge all the modes under a single identity.’

Fitch London’s creative team included designer Gabrielle Richards.

In addition to a new corporate identity for TfL, new branding is being introduced for the Docklands Light Railway, the Public Carriage Office, London River Services, Victoria Coach Station, Street Management and London Trams (DW 6 June).