LONDON UNDERGROUND brand book

Page 1

Transport for London

London Underground

Corporate identity

Stationery standards

Getting around MAYOR OF LONDON


London Underground corporate identity - Stationery standards

Contents Foreword Basic elements

1

Stationery specifications

2

Typefaces

1.1

Letterhead

2.1

Roundel

1.2

Continuation sheet

2.3

Logotypes

1.3

Compliment slip

2.4

London Underground colours

1.4

Business cards

2.5

Fax coversheet

2.6

Memo

2.7

Information pack

2.8

Envelopes

2.9

Stationery examples London Underground

3 3.1


London Underground corporate identity - Stationery standards

4

A well designed, confident and consistent visual identity is highly effective in communicating the strengths of London Underground (LU). It is essential that LU maintains a high standard for co-ordinated design in every aspect of its operations.

With over million passengers every day, Transport for London runs one of the busiest and most complex transportation systems in the world. This book sets the standards for stationery items used within LU. Templates for each item can be obtained from TfL Corporate Design.

Charles Monheim Director, Customer Relations


London Underground corporate identity - Stationery standards

Basic elements Introduction This section gives guidance on the basic elements that make up the LU Stationery standards. The information covered includes the use of the corporate typeface, roundels and logotypes. More detailed information can be found in the LU Basic elements and the LU Desktop publishing standards.

1


1.1

London Underground corporate identity - Stationery standards

Corporate typeface LU’s primary typeface is New Johnston Medium, upper and lower case. It is one of the family of New Johnston typefaces owned exclusively by TfL.

New Johnston ABCDEFGHI JKLMNOPQR STUVWZYZ abcdefghijklm nopqrstuvwxyz 1234567890% (,.-:;!?_){‘“”,.} [+-=/@£$^&*] ÅÁÂËÈÊÍÎÏÌ ÓÔÒØŒÙÛÇ àäâèëêìíî òóöôøùúûü

Ab

It is a requirement that body text is to be set at a minimum of 12pt in New Johnston Book. Headings and sub headings should be set in New Johnston Medium. Italics and bold are only to be used for emphasis and short phrases.

New Johnston Light New Johnston Light Italic New Johnston Book New Johnston Book Italic New Johnston Book Bold New Johnston Book Bold Italic New Johnston Medium New Johnston Medium Italic New Johnston Bold New Johnston Bold Italic

New Johnston


London Underground corporate identity - Stationery standards

Roundel This page shows the LU roundel. For detailed guidance on the correct use of the roundel and for master references, refer to the LU Basic elements standards. To ensure clarity and impact when producing a roundel, no other graphic elements should be placed within an area equivalent to 0.25 its width (x) all around it. This exclusion zone is indicated here by the dotted box around the grey roundel.

0.25

x

0.25

x

x 0.25 x

0.25 x

1.2


1.3

London Underground corporate identity - Stationery standards

Logotypes This page shows the logotype used by LU.

Transport for London logotype. To reinforce its identity on stationery produced by its business units, the TfL logotype is associated with the LU logotype as shown below. Transport for London

London Underground

London Underground Department name First line address Second line address London P05T C0D3

Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

London Underground London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD Registered in England and Wales Company number 1900907

MAYOR OF LONDON

London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.

Details of the size and position of the logotypes on each of the main stationery formats are shown in the specifications that follow.


1.4

London Underground corporate identity - Stationery standards

Colours London Underground This page identifies the LU colours. These colours refer to colour reproduction using the Pantone Matching System on coated or uncoated paper.

Corporate red

Corporate blue

Pantone is the property of Pantone, Inc. 速

PANTONE速

PANTONE速

485C

072C


London Underground corporate identity - Stationery standards

Stationery specifications Introduction The following pages show how LU stationery should incorporate roundels, logotypes and Mayoral endorsement. They specify the layouts for standard stationery including letters, memos and fax headers. All the measurements are fixed and must be adhered to at all times on both pre-printed and locally printed material.

2


2.1

London Underground corporate identity - Stationery standards 52

30

Letterhead

Roundel Width: 21mm Colour: Pantone 485 Pantone 072

15 Transport for London

Specification for print

London Underground

Size 210 x 297

Transport for London New Johnston Book 11pt Aligned left Colour: Pantone 485

The example opposite shows the layout for LU pre-printed letterheads.

London Underground New Johnston Medium 20pt Aligned left Colour: Pantone 072

58

Your ref: B/001 Our ref: A/003 Client name Company name First line of address Second line of address Town or City name County and PO5T C0D3

Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

26 January 2002

Dear name

Artwork for print can be obtained from TfL Corporate Design.

Corporate identity guidelines The first direct contact most outsiders have with Transport for London other than by telephone, is when they receive a letter. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Please note all measurements are in mm.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Paper: 100gsm Pure Radiant (white) Wove

Business unit New Johnston Medium 10/12pt Aligned left Colour: Pantone 072 Department & address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Pantone 072 Phone no: 12/18pt

Yours faithfully

PAD symbol Colour: Pantone 072

Name Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678

Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485

London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD

Copy to: One Other

Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.

MAYOR OF LONDON

10 12 5

Legal New Johnston Book 8/9pt Aligned left Colour: Pantone 072


2.2

London Underground corporate identity - Stationery standards 30

30

Letter typing guide 41

Layout example Size 210 x 297

17

All letters must be set using the LU letterhead template and printed onto pre-printed letterheads.

41

Please note all measurements are in mm.

Transport for London

London Underground Your ref: B/001 Our ref: A/003 Client name Company name First line of address Second line of address Town or City name County and PO5T C0D3

Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

26 January 2002

15 Dear name Corporate identity guidelines

Headings New Johnston Medium 12/14pt Paragraph space: 1 line Aligned left Colour: Black

Body copy New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Colour: black

The first direct contact most outsiders have with Transport for London other than by telephone, is when they receive a letter. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Yours faithfully

Name Surname Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other

MAYOR OF LONDON

London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.


2.3

London Underground corporate identity - Stationery standards

30

30

Continuation sheet

20

Layout example

21

Page 2 of 2

Size 210 x 297 The continuation sheet is also available as a template. Continuation sheets are not pre-printed and the paper stock must match that of the letterhead sheet. Please note all measurements are in mm.

Body copy New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Colour: Black

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Yours faithfully

Name Surname Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other


2.4

London Underground corporate identity - Stationery standards

Compliment slip 12 5

30 Specification for print Size 210 x 99 The example opposite shows the layout for LU pre-printed compliment slips. Artwork for print can be obtained from TfL Corporate Design. Please note all measurements are in mm. Paper: 100gsm Pure Radiant (white) Wove

52

15 Transport for London

London Underground Transport for London New Johnston Book 11pt Aligned left Colour: Pantone 485 London Underground New Johnston Medium 20pt Aligned left Colour: Pantone 072

Business Unit Department name

Roundel Width: 21mm Colour: Pantone 485 Pantone 072

55 Broadway London SW1H 0BD

MAYOR OF LONDON

Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

10 Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485 PAD symbol Colour: Pantone 072

Business unit New Johnston Medium 10/12pt Aligned left Colour: Pantone 072 Department & address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Pantone 072 Phone no: 12/18pt


2.5

London Underground corporate identity - Stationery standards

Business cards

7

Specification for print Size 86 x 55 The example opposite shows the layout for all LU business cards. Information is printed on both sides. Artwork for print can be obtained from TfL Corporate Design.

8 Transport for London

Transport for London New Johnston Book 9/13pt Aligned left Colour: Pantone 485

London Underground

Roundel Width: 15 Colour: Pantone 485 Pantone 072

24

Name Surname MCIT Job title

London Underground New Johnston Medium 12/13pt Aligned left Colour: Pantone 072

Name New Johnston Medium 13/14pt Aligned left Colour: Pantone 072

Phone 020 1234 5678 Mobile 020 1234 5678 Email name@tube.tfl.gov.uk

Qualification letters (optional) New Johnston Light 13/14pt Colour: Pantone 072

Please note all measurements are in mm. Paper: 350gsm Fine Ridge White

21

Kilburn West Hampstead

Brondesbury Park Kensal Rise Brondesbury sal Green een's Park

Chalk Farm 200m

Swiss Cottage St. John's Wood

Mornington Crescent

Maida Vale Paddington

Reverse side

Paddington

Lancaster Bond Queensway Gate Street Notting Hill Gate

epherd's Bush

Knightsbridge arons Court

West sington

Gloucester Road

Earl's Court

South Kensington

Sloane Square Victoria

Dalston Kingsland

Farringdon Barbican

Euston Square

Old Street

Bethnal Green Liverpool Street

Russell Square

Shoreditch Moorgate

Holborn Tottenham Court Road

Chancery Lane

Leicester Square Mansion House Charing Cross

Piccadilly Circus

St. James's Park

Aldgate East

St. Paul's Bank

Covent Garden

Green Park

Shadw

Cannon Street Monument Blackfriars

Tower Hill

Fenchurch Street 150m

L Tower Gateway

River Thames

Embankment Charing Cross 100m

Rotherhithe

London Bridge Bermondsey

Canada Water

ompton Waterloo oadway Pimlico

St White

Aldgate

Temple

Westminster

Hac Cen

Canonbury Highbury & Islington

Angel

Goodge Street

Oxford Circus

Marble Arch

High Street Hyde Park Kensington Corner

Kensington (Olympia)

Caledonian Road & Barnsbury

Euston 200m

Regent's Park

Bayswater Holland Park

Warren Street

Edgware Marylebone Road

Caledonian Road

King's Cross St. Pancras

Great Portland Euston Street

Baker Street

Edgware Road

Camden Road

Camden Town

Finchley Road

Surrey Quays

Wapp

Title, phone number and email New Johnston Book 12/14pt Aligned left Colour: Pantone 072


2.6

London Underground corporate identity - Stationery standards 30

Fax cover sheet Template Size 210 x 297 All faxes must be set using the LU fax cover sheet template and printed directly from the desktop. Please note all measurements are in mm.

Transport for London New Johnston Book 11/20pt Aligned left

52

27

15

Roundel Width: 21mm Colour: Black

Transport for London

25

London Underground New Johnston Medium 20/20pt 17 Aligned left Fax cover sheet New Johnston Book Bold 13pt

60

27

50

Subject title/department New Johnston Medium 12/14pt Paragraph space: 1 line Aligned left

London Underground Fax cover sheet To:

[Recipient’s name]

From:

Company:

[Company name]

Return fax no: 000 0000 0000

[Sender’s name]

Fax no:

[Fax number]

Phone no:

000 0000 0000

No of pages:

[No of pages]

Date:

1 January 2003

New Johnston Book Bold 10/22pt Aligned left Colour: Black Fax information New Johnston Book 12/22pt Aligned left Colour: Black

Subject title [Body text]

Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left

Fax headings

Name Surname Job Title Email: name@tube.tfl.gov.uk

PAD symbol Colour: Black

Name Surname/email/ direct line New Johnston Book 12/14pt Aligned left

Business Unit

New Johnston Medium 10/12pt Aligned left Colour: Black

Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left Mayor of London New Johnston Bold 14pt Aligned left

London Underground Limited trading as London Underground whose registered office is 55 Broadway, London SW1H 0BD Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.

MAYOR OF LONDON

10

Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

Department and address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Black Phone no: 12/18pt


2.7

London Underground corporate identity - Stationery standards 30

Memo

15

Template

26

20

52

Transport for London

Size 210 x 297 All memos must be set using the LU memo template and printed directly from the desktop. Please note all measurements are in mm. For Memo continuation sheet please see specifications for letterhead continuation sheet on page 2.3.

Transport for London New Johnston Book 11/20pt Aligned left

London Underground New Johnston Medium 20/20pt 75 Aligned left Memo field headings New Johnston Book Bold 10/22pt Aligned left Colour: Black

London Underground To:

[Recipient’s name]

From:

[Sender’s name]

Our ref:

[Reference]

Your ref:

[Reference]

Phone:

[Phone number]

Date:

1 January 2002

Roundel Width: 21mm Colour: Black

Subject title [Body text]

Memo information New Johnston Book 12/22pt Aligned left Colour: Black

PAD symbol Colour: Black

Subject title New Johnston Medium 12/20pt Aligned left

Name Surname Job Title Email: name@tube.tfl.gov.uk

Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD

Mayor of London New Johnston Bold 14pt Aligned left

Registered in England and Wales Company number 1900907

MAYOR OF LONDON

10

London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.

Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left


2.8

London Underground corporate identity - Stationery standards 30

Press information

30 Roundel Width: 21mm Colour: Pantone 485 Pantone 072

24 Transport for London

London Underground

53

Specification for print Size C4 220 x 305 This design is for all LU information packs.

20

Press information title New Johnston Medium 40pt Aligned left Colour: White

Press information

8

Coloured strip Colour: Pantone 072

The size allows for holding A4 documents. The pocket should have a capacity of 5mm.

5

74 14 n Londo ground Under ffice Press O dway 55 Broa 0BD SW1H on nd Lo 34 5678 020 12 Phone 1234 5678 tube Fax 020 .gov.uk/ www.tfl

Please note all measurements are in mm. MAYOR OF LONDON

Transport for London New Johnston Book 11/20pt Aligned left London Underground New Johnston Medium 20/20pt Aligned left

20

Business Unit New Johnston Medium 21/21pt Aligned left Colour: Pantone 072 Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485

Folder inside Colour: 10% Pantone 485 (optional)

Roundel Width: 21mm Colour: Pantone 485 Pantone 072

Department New Johnston Medium 10/12pt Aligned left Colour: Pantone 072

Address New Johnston Book 10/12pt (except Phone no) Paragraph space: 6pt Aligned left Phone 12/18pt Colour: Pantone 072 Height of pocket: 115


2.9

London Underground corporate identity - Stationery standards

Envelopes

Transport for London New Johnston Book 10/16pt Aligned left Colour: Pantone 485

Specification Size C4 325 x 230 C5 225 x 160 DL 220 x 110 Envelopes can be ordered in the same paper stock as the letterheads, continuation sheets and compliments slips.

London Underground New Johnston Medium 15/16pt Aligned left Colour: Pantone 072

Transport for London

London Underground

John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL

MAYOR OF LONDON

15

118

15

12 Transport for London

London Underground

Please note all measurements are in mm.

30 John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL

95

MAYOR OF LONDON

12 John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL

Mayor of London New Johnston Bold 13pt Aligned left Colour: Pantone 072 Pantone 485

Name & address New Johnston Book 12/14pt Aligned left

Roundel Width: 19mm Colour: Pantone 485 Pantone 072


London Underground corporate identity - Stationery standards

Stationery examples Introduction LU has its own dedicated stationery with required legal information. The following page should be used to assist with ordering stationery and may be personalised with appropriate address details. Note that address details will determine how the legal information at the foot of the required piece of stationery is worded. For example, if the postal address is the same as the registered office then the legal information should state that the registered office ‘ ‌is as above’. If, however, the postal address differs from the registered office address then the full registered office address will need to be stated amongst the legal information

3


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London Underground Stationery set examples

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For further information: These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact TfL Corporate Design. Telephone: 020 7941 4481 (auto 688 4481) Suggestions for improving this document should be directed through the change control process. Contact TfL Corporate Design.

Issue 1 February 2003 Designed by Fitch and Real451 Š Transport for London


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