London Tram on rails with Spencer Landor identity

The London Tram, one of the biggest undertakings in surface transport for decades, will unveil its identity, created by Spencer Landor, within two weeks.

The logo will be used to give a face to the £300m scheme, which will see the creation of a tram link from Camden through central London to Peckham and Brixton. Route work is scheduled for completion by 2007, subject to a public enquiry.

However, the logo could change to reflect the progression of the project, says a spokeswoman for Cross River Partnership, which is developing the scheme along with Transport for London.

‘The London Tram will develop an identity over the coming years, so we wanted something very simple and clear that people could identify the project with,’ adds the spokeswoman.

Spencer Landor won the work via a credentials pitch against an undisclosed number of consultancies. The project was commissioned by Cross River Partnership, a regeneration alliance that includes Transport for London, City of Westminster, Railtrack and the Corporation of London.

The London Tram is one of four light rail schemes in the Mayor’s transport strategy. He will decide early in 2002 which will go ahead first. If the London Tram is one of the first, an application will be made that will lead to a full public enquiry. A decision would be expected in 2004 and the system could be completed three years later.

The London Tram will revolutionise the capital’s transport system, providing environmentally friendly transport for 72m passengers each year and carrying 10 000 people per hour at peak periods. Some sections of the route will relieve the most overcrowded stretches of the London Underground, particularly on the Northern and Victoria lines.

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