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BEEN THERE, DONE THAT ...
And now, sell the T-shirt. T-shirts, like carrier bags, are And now, sell the T-shirt. T-shirts, like carrier bags, are walking billboards. If your designs are good enough and people like your brand, then they are happy to advertise for you on their fronts and backs. T-shirts are great souvenirs of an experience or a place, mostly because they’re so useful. People wear them, even if it’s under their shirts (which is how they started out, as underwear), to do the gardening or to sleep in. And most of us wear them for work or play a few times a week.
The idea Buying a T-shirt as a reminder of an experience has become such a habit that it’s even inspired satirical (if clichéd) T-shirts of its own: “Been there, done that, got the T-shirt” and “My parents went to London and all I got was this lousy T-shirt” – available in many variations. London Transport will always concentrate on its main purpose, that of moving people around the capital, but they also keep a watchful eye on their intellectual property. Companies cannot use the London Underground map, or their roundel logo, or any variation on them without a license or their permission. They also realised that a trip to London usually includes at least one ride on a bus, tube, boat or now a London Underground bicycle. And with the London Underground Museum right bang slap in the
128 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 128
12/14/11 11:14 AM
