You are on page 1of 21

Transport for London

London Buses

Corporate identity

Basic elements

Getting around
MAYOR OF LONDON
London Buses corporate identity - Basic elements standards

Contents
Foreword
Introduction 1
Glossary 1.1
Colour glossary 1.2
Corporate typeface 1.3

London Buses 2
Roundel usage 2.1
Exclusion zones 2.3
Colours 2.4
Mark references 2.5
Roundel references 2.6
Plain roundel references 2.7

Secondary identities 3
London Travel Information 3.1
Textphone 3.3
London Buses corporate identity - Basic elements standards

A well designed, confident and consistent visual identity is highly
effective in communicating the strengths of our organisation. It is essential

4
that London Buses maintains a high standard for co-ordinated design in
every aspect of our operations.

With over million passengers every day,
Transport for London runs one of the busiest and
most complex transportation systems in the world.
This document gives guidance on the basic elements that make up
the London Buses visual identities. The information covers the
corporate typeface, the visual identity of London Buses and the
corporate colours. Guidance on design applications can be found in
separate documents provided by Transport for London (TfL).

Charles Monheim
Director, Customer Relations
London Buses corporate identity - Basic elements standards 1

Introduction

This section explains the generic terms used
to describe elements of the London Buses
corporate identity. Some of the terms are
industry standard, whilst others are specific
to TfL.
London Buses corporate identity - Basic elements standards 1.1

Glossary

The main terms used in these guidelines are Plain roundel Exclusion zone
as follows: A version of London Buses’s roundel without The minimum area around marks, roundels
Mark the mode appearing in the bar. This is used for or symbols that must be kept free of other
reproduction at small sizes where the name graphic elements. This is to ensure that they
A combination of a roundel or symbol with
would be illegible or difficult to reproduce are reproduced clearly and legibly without
a logotype in a fixed relationship as
cleanly. interference from other visual devices.
shown below.

London London
Buses Buses
Roundel Symbol Logotype
The visual identifiers based on an open circle Other visual identifiers used by London Buses. The title of London Buses set in New
and a bar used by London Buses. The London Johnston Medium upper and lower
Buses mode is displayed in white on the bar. case type.
Logotypes are used with roundels or symbols
in a fixed relationship to form Marks, but can
also be used in a looser relationship such as
that used on stationery (see the Stationery
standards).

London Buses
London Buses corporate identity - Basic elements standards 1.2

Colour glossary

Print specifications Screen specifications Paint specifications
PMS RGB NCS
An abbreviation of Pantone Matching System. An abbreviation of Red-Green-Blue, indicating An abbreviation of Natural Color System.
This system is used to specify spot colours the primary colours of light. For reproduction This provides a wide range of colour
(ie individually mixed colours) for printing. on screens and other electronic systems, specifications applicable to paints and other
combinations of these three colours are used materials. There are colour-matches in this
The letter ‘C’ after the specification
to match to the Transport for London colours. system for all the Transport for London
indicates a colour’s appearance on coated
colours specified in these guidelines.
paper stock. The letter ‘U’ after the Web
specification indicates a colour’s appearance To achieve colours that can be reproduced Other specification systems such as RAL or
on uncoated paper stock. satisfactorily on internet and intranet sites, British Standard BS4800 have only a very
Web safe colours should be specified. limited number of acceptable colour-matches
CMYK
These provide a greater degree of consistency to Transport for London colours. Please do
Initials representing the four colours - Cyan, not use these systems without first obtaining
than RGB colours when there is no control
Magenta, Yellow and Black (Kohl) - used in the approval of TfL Corporate Design.
over the equipment used to view the site.
the four-colour printing process. Different
combinations and proportions of these four
colours are used to achieve matches to the
spot colours.
London Buses corporate identity - Basic elements standards 1.3

Corporate typeface

London Buses’s primary typeface is New
Johnston Medium, upper and lower case. New Johnston It is a requirement that New Johnston Light
It is one of the family of New Johnston body text is to be set
New Johnston Light Italic
typefaces owned exclusively by TfL. at a minimum of 12pt
ABCDEFGHI
in New Johnston Book. New Johnston Book
JKLMNOPQR
Headings and sub New Johnston Book Italic
STUVWZYZ
headings should be set
abcdefghijklm
in New Johnston New Johnston Book Bold
nopqrstuvwxyz
1234567890% Medium. Italics and New Johnston Book Bold Italic
(,.-:;!?_){‘“”,.} bold are only to be
used for emphasis and New Johnston Medium
[+-=/@£$^&*]
ÅÁÂËÈÊÍÎÏÌ short phrases. New Johnston Medium Italic
ÓÔÒØŒÙÛÇ

Ab
àäâèëêìíî New Johnston Bold
òóöôøùúûü New Johnston Bold Italic

New Johnston
London Buses corporate identity - Basic elements standards 2

London Buses

This section is concerned with the identity for
London Buses. It is important to observe the
standards for reproducing the roundel and
London
mark in all applications to maintain
consistency and to preserve the integrity of Buses
the identity.

Artwork references
The master artworks for the London Buses
identity are supplied separately as digital
artwork to support these printed guidelines.
These can be identified by the reference
numbers found on pages 2.5 to 3.4.
London Buses corporate identity - Basic elements standards 2.1

Roundel usage

Acceptable 1 colour roundel. Reversed roundel
The examples shown here make up
the acceptable applications of the
London Buses roundel.
Note: The squares are used as examples
of background colours and are not part of
the design.
Black roundel The roundel can be applied
to flat background colours
as long as they provide
sufficient contrast.

The roundel can also be
embossed out of any
material.
London Buses corporate identity - Basic elements standards 2.2

Roundel usage continued

Unacceptable
The roundel must not be re-drawn, distorted BUSES BUSES

or modified in any way. It must not be placed
on a background that impairs legibility.
Pattern backgrounds which interfere with the
roundel must not be used.
Note: The squares are used as examples
BUSES BUSES
of background colours and are not part
of the design.

BUSES BUSES

BUSES BUSES
London Buses corporate identity - Basic elements standards 2.3

Exclusion zones

Exclusion zone for the mark .25x x .25x
The orange box indicates the exclusion
zone where no other graphic elements .25x
should be placed.

The exclusion zone is always one quarter
of the width of the roundel bar.
London
Buses
.25x

Exclusion zone for the roundel .25x x .25x
The orange box indicates the exclusion
zone where no other graphic elements .25x
should be placed.

.25x
London Buses corporate identity - Basic elements standards 2.4

London Buses colours

Depending on the systems used, the
examples shown here are the only
acceptable combinations.

Print

PMS PMS CMYK
Colour reproduction Colour reproduction Colour reproduction
using Pantone using Pantone using Four colour
PANTONE® PANTONE® PANTONE® PANTONE® C:100 M:100
Matching System on 072U 485U
Matching System on M:79 Y:91
process.
072C 485C
coated paper. uncoated paper.

Screen

RGB web
Colour reproduction Colour reproduction
using red, green and using Web safe
0R 223R blue values. 00 33 99 CC 00 33 colours.
45G 0G
115B 44B

Paint

NCS
Colour reproduction
using Natural Colour
S 3560-R80B S 1085-Y80R System.
London Buses corporate identity - Basic elements standards 2.5

Mark artwork references

London London London
Buses Buses Buses

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark
Folder ref: BusMark Folder ref: BusMark Folder ref: BusMark
Artwork ref: BusMark.eps Artwork ref: BusMark.jpg Artwork ref: BusMarkBW.eps
BusMark.wmf BusMark.gif BusMarkBW.wmf

London London London
Buses Buses Buses

PMS/CYMK 1 colour mark RGB 1 colour mark Reversed mark
Folder ref: BusMark Folder ref: BusMark Folder ref: BusMark
Artwork ref: BusMark1Col.eps Artwork ref: BusMark1Col.jpg Artwork ref: BusMarkWhite.eps
BusMark1Col.wmf BusMark1Col.gif
London Buses corporate identity - Basic elements standards 2.6

Roundel artwork references

PMS/CMYK 1 colour roundel RGB 1 colour roundel
Folder ref: BusRoundel Folder ref: BusRoundel
Artwork ref: BusRoundel1Col.eps Artwork ref: BusRoundel1Col.jpg
BusRoundel1Col.wmf BusRoundel1Col.gif

Black roundel Reversed roundel
Folder ref: BusRoundel Folder ref: BusRoundelWhite
Artwork ref: BusRoundelBW.eps Artwork ref: BusRoundelWhite.eps
BusRoundelBW.wmf
London Buses corporate identity - Basic elements standards 2.7

Plain roundel artwork references

PMS/CYMK 1 colour roundel RGB 1 colour roundel
Folder ref: BusPlainRoundel Folder ref: BusPlainRoundel
Artwork ref: BusPlainRoundel1Col.eps Artwork ref: BusPlainRoundel1Col.jpg
BusPlainRoundel1Col..wmf BusPlainRoundel1Col.gif

Black plain roundel Reversed plain roundel
Folder ref: BusPlainRoundel Folder ref: BusPlainRoundel
Artwork ref: BusPlainRoundelBW.eps Artwork ref: BusPlainRoundelWhite.eps
BusPlainRoundelBW.wmf

If using either the plain black or reversed roundels, then the operating name London Buses must also be displayed
Please note the plain roundel is only for use when the roundel bar width falls below 14mm.
London Buses corporate identity - Basic elements standards 3

Secondary identities

There are occasions when a roundel will
need to be supported by a secondary
TfL identity.
Guidelines on how secondary marks are used
can be found in the ‘Information and publicity
standards’ and the ‘Advertising guidelines’.
The secondary identities are shown on the
following pages with their artwork references.
London Buses corporate identity - Basic elements standards 3.1

Information ‘i’ symbol artwork references

PMS/CYMK Grey symbol RGB Grey symbol Black symbol
Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolGrey.eps Artwork ref: InfoSymbolGrey.jpg Artwork ref: InfoSymbolBW.eps
InfoSymbolGrey.wmf InfoSymbolGrey.gif InfoSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol
Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolBlue.eps Artwork ref: InfoSymbolBlue.jpg Artwork ref: InfoSymbolWhite.eps
DLRInfoSymbolBlue.wmf InfoSymbolBlue.gif
London Buses corporate identity - Basic elements standards 3.2

Information ‘i’ symbol artwork references

PMS/CYMK Grey symbol RGB Grey symbol Black symbol
Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolGrey.eps Artwork ref: InfoSymbolGrey.jpg Artwork ref: InfoSymbolBW.eps
InfoSymbolGrey.wmf InfoSymbolGrey.gif InfoSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol
Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolBlue.eps Artwork ref: InfoSymbolBlue.jpg Artwork ref: InfoSymbolWhite.eps
DLRInfoSymbolBlue.wmf InfoSymbolBlue.gif
London Buses corporate identity - Basic elements standards 3.3

Textphone mark artwork references

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark
Folder ref: TextMark Folder ref: TextMark Folder ref: TextMark
Artwork ref: TextMark.eps Artwork ref: TextMark.jpg Artwork ref: TextMarkBW.eps
TextMark.wmf TextMark.gif TextMarkBW.wmf

PMS/CYMK Blue Mark RGB Blue mark Reversed mark
Folder ref: TextMark Folder ref: TextMark Folder ref: TextMark
Artwork ref: TextMark1Col.eps Artwork ref: TextMark1Col.jpg Artwork ref: TextMark1White.eps
TextMark1Col.wmf TextMark1Col.gif
London Buses corporate identity - Basic elements standards 3.4

Textphone symbol artwork references

PMS/CYMK Magenta symbol RGB Magenta symbol Black symbol
Folder ref: TextSymbol Folder ref: TextSymbol Folder ref: TextSymbol
Artwork ref: TextSymbolMagenta.eps Artwork ref: TextSymbolMagenta Artwork ref: TextSymbolBW.eps
TextSymbolMagenta.wmf TextSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol
Folder ref: TextSymbol Folder ref: TextSymbol Folder ref: TextSymbol
Artwork ref: TextSymbolBlue.eps Artwork ref: TextSymbolBlue.jpg Artwork ref: TextSymbolWhite.eps
TextSymbolBlue.wmf TextSymbolBlue.gif
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.
www.tfl.gov.uk/corporatedesign

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