Corporate Identity Guidelines - London Underground

corporate Identity guidelines Celebrating 150 years - London Underground

MAYOR OF LONDON

Transport for London

Corporate Identity guidelines Celebrating 150 years - London Underground

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HISTORY

150 years taking you around London

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London Underground was formed in 1985, but its history dates back to 1863 when the world's first underground railway opened in London.

Today, London Underground is a major business with three million passenger journeys made every day, serving 275 stations over 408 km (253 miles) of railway.

Past and future London has changed a lot since the first stretch of line opened on 10 January 1863.

The inaugural stretch measured six kilometres (nearly four miles) and ran between Paddington (Bishop's Road) and Farringdon Street, creating quick steam train connections from main line overground stations to the City.

Streets along the route were dug up, tracks laid in a trench, covered with a bricklined tunnel and the road surface replaced. Known as the 'cut and cover' method, this was quick and effective but created as many problems as it was designed to solve - causing congestion during construction - and was abandoned towards the end of the 19th century. By then, however, the Metropolitan was stretching ever further outwards: across Middlesex, through Hertfordshire and into Buckinghamshire.

Following the success of the 'Met' other companies were keen to board the 'gravy train' and by Christmas 1868, the Metropolitan District had opened a line between Westminster and South Kensington.

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Once the system had started there was no stopping it and the search was on for further avenues of expansion. The obvious route was again to the east, where the oldest section of today’s Underground was ready and waiting. Twenty years before the ‘Met’ steamed into history, Sir Marc Brunel and his famous son Isambard, had built the Thames Tunnel between Rotherhithe and Wapping.

The first such structure under water anywhere in the world. The method they adopted was similar to coal mining, sinking vertical shafts and then excavating the tunnels from within a metal shield. It is a tribute to the Brunels that major refurbishment to the tunnel was only needed during the 1990s.

Originally designed for horse-drawn traffic, it opened in 1843 for pedestrians, became a railway tunnel in 1869 and now carries the East London Line. The Brunel Engine House Museum, behind Rotherhithe tube station, tells the story of this unusual tunnel: one time banquet hall, shopping centre, and fairground. In 1870, another sub-Thames railway opened, with a cable-hauled line between the Tower of London and Bermondsey.

In a reverse of the Thames Tunnel’s fortunes, this failed as an Underground line, was converted for pedestrian use after just a few months and closed altogether when Tower Bridge station opened in 1894.

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H I S TO RY

This linked with a branch line from the original ‘Met’, built at Edgware Road and eastward extensions by both railway companies completed the Circle Line of today by 1884.

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LOGOTYPE The 150th Anniversary logotype is a commemorative logo to be used in union with the Underground logo. It is made up of several elements which must never be separated and their proportions in relation to each ot her must never be changed.

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Colour Logotype

B&W Logotype

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LOGOTYPE

Logo Variations

Logotype applied on a light background

Logotype applied on dark background

Logotype printed in B&W

This logo variatiation will be used in special cases as 150th Anniversary party invitation or other kinds of special events invitation.

Lines The lines that symbolise the 12 underground lines are being constantly used to communicate the 150th Anniversary of the London Underground .

The colours used are the same as the logotype. Lines, angles and dimensions could vary but the shape in the end must be the same.

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COLOURS The 150th Anniversary logotype consists of 12 different colours.

Dark blue is used in the numbers 1 and 5 and in the phrase ‘150th Anniversary’.

Number 0 is made with 12 different colours including the dark blue.

The equivalents in CMYK (for print use) and RGB (for screen use) are shown on page 17.

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C: 0 / M: 99 / Y: 95 / K: 0 R: 238 / G: 34 / B: 41

C: 0 / M: 13 / Y: 100 / K: 0 R: 254 / G: 214 / B: 0

C: 100 / M: 95 / Y: 16 / K: 5 R: 42 / G: 53 / B:127

C: 36 / M: 100 / Y: 45 / K: 22 R: 140 / G: 26 / B: 80

C: 0 / M: 76 / Y: 18 / K: 0 R: 240 / G: 100 / B: 142

C: 81 / M: 41 / Y: 0 / K: 0 R: 31 / G: 130 / B: 197

C: 0 / M: 52 / Y: 100 / K: 0 R: 247 / G: 144 / B: 30

C: 64 / M: 0 / Y: 39 / K: 0 R: 80 / G: 193 / B: 175

C: 67 / M: 66 / Y: 63 / K: 66 R: 47 / G: 42 / B: 42

C: 54 / M: 46 / Y: 44 / K: 10 R: 121 / G: 121 / B: 123

C: 20 / M: 40 / Y: 96 / K: 7 R: 194 / G: 145 / B: 46 C: 75 / M: 68 / Y: 67 / K: 90 R: 0 / G: 0 / B: 0

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C: 24 / M: 79 / Y: 100 / K: 6 R: 169 / G: 77 / B: 37

COLOURS

C: 86 / M: 19 / Y: 100 / K: 5 R: 14 / G: 144 / B: 70

TYPOGRAPHY The typeface used by London Underground is Johnston however as part of the 150th celebration Identity it has been decided to use Myriad Pro in all our design material, in order to follow the same identity and also to refresh the brand.

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Aa Aa 21

MYRIAD PRO Type - Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,=+/£@

MYRIAD PRO Type - Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,=+/£@

TYPOGRAPHY

Typeface - Myriad Pro

STATIONARY Where we are applying our new logotype

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150th Anniversary

Daniela Lorenzetti TrTra nsport ansp or London Transp t fofor r Lo ort fo ndon r Lond on

Graphic Designer

44 (0)7530 819 953 dani.luongo@gmail.com

MAYOR OF LONDON

Transport for London

MAY MA OR YOR OFMOF AYND LO ORON LO ON OF LO ND NDON

The back of the bussiness cards are displayed in 12 different colours similar to the logo and the lines.

London Underground

Tube map July 2009

150th Anniversary

MAYOR OF LONDON

Transport for London

Transport ffor LLondon ondon

Tube Map Letter Head

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Party Invitation

STATIONARY

Transport for London

Envelope 11x22

Transport for London

Envelope C5

Transport for London

MAYOR OF LONDON

MAYOR OF LONDON

Transport for London

MAYOR OF LONDON

Transport for London

MAYOR OF LONDON

Oyster Wallet

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Oyster Card

MARKETING How to let people know about the celebration

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Which line are you using today?

The Underground celebrates 150th Anniversary

MARKETING

The phrase will be used in posters displayed inside Underground Stations and outside buses ; stickers will be placed in trains.

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Poster example on Bus Sticker example on Train

Advertisement example inside Tube 30

MARKETING

Designed by Daniela Lorenzetti dani.luongo@gmail.com on line: http://issuu.com/dani.lorenzetti/docs/150yrsunderground London - June 2009