Transport for London

London Underground

Corporate identity

Basic elements

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

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

London Underground 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 Underground 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
that London Underground (LU) maintains a high standard for co-

With over 4 ordinated design in every aspect of our operations.

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 Underground visual identities. The information covers the
corporate typeface, the visual identity of LU 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 Underground corporate identity - Basic elements standards 1

Introduction

This section explains the generic terms used

to describe elements of the LU corporate
identity. Some of the terms are industry
standard, whilst others are specific to TfL.
 London Underground corporate identity - Basic elements standards 1.1

Glossary

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

London London
Underground Underground
Roundel Symbol Logotype
The visual identifiers based on an open circle Other visual identifiers used by LU. The title of LU set in New Johnston Medium
and a bar used by LU. The LU mode is upper and lower
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 Underground
 London Underground corporate identity - Basic elements standards
Colour glossary
Print specifications
PMS
An abbreviation of Pantone Matching System.
This system is used to specify spot colours
(ie individually mixed colours) for printing.
The letter ‘C’ after the specification
indicates a colour’s appearance on coated
paper stock. The letter ‘U’ after the
specification indicates a colour’s appearance
on uncoated paper stock.
CMYK
Initials representing the four colours - Cyan,
Magenta, Yellow and Black (Kohl) - used in
the four-colour printing process. Different
combinations and proportions of these four
colours are used to achieve matches to the
spot colours.
Screen specifications
RGB
An abbreviation of Red-Green-Blue, indicating
the primary colours of light. For reproduction
on screens and other electronic systems,
combinations of these three colours are used
to match to the Transport for London colours.
Web
To achieve colours that can be reproduced
satisfactorily on internet and intranet sites,
Web safe colours should be specified.
These provide a greater degree of consistency
than RGB colours when there is no control
over the equipment used to view the site.
1.2
Paint specifications
NCS
An abbreviation of Natural Color System.
This provides a wide range of colour
specifications applicable to paints and other
materials. There are colour-matches in this
system for all the Transport for London
colours specified in these guidelines.
Other specification systems such as RAL or
British Standard BS4800 have only a very
limited number of acceptable colour-matches
to Transport for London colours. Please do
not use these systems without first obtaining
the approval of TfL Corporate Design.
 London Underground corporate identity - Basic elements standards 1.3

Corporate typeface

LU’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 Underground corporate identity - Basic elements standards 2

London Underground

This section is concerned with the identity for LU. It is important to

observe the standards for reproducing the mark in all applications to
maintain consistency and to presence the integrity of the identity.
London
Underground

Artwork references
The master artworks for the LU 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 Underground corporate identity - Basic elements standards 2.1

Roundel usage

Acceptable 2 colour roundel Reversed roundel

The examples shown here make up
the acceptable applications of the
LU roundel.
Note: The squares are used as examples
of background colours and are not part of
the design.
1 colour roundel. The roundel can be applied
(Limited use. Contact TfL to flat background colours
Corporate Design for as long as they provide
permission to use this sufficient contrast.
version).

Black roundel The roundel can also be

embossed out of any
material.
 London Underground corporate identity - Basic elements standards 2.2

Roundel usage continued

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

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
UNDERGROUND UNDERGROUND
of background colours and are not part
of the design.

UNDERGROUND UNDERGROUND

UNDERGROUND
 London Underground 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
Underground
.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 Underground corporate identity - Basic elements standards 2.4

LU 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 Underground corporate identity - Basic elements standards 2.5

Mark artwork references

London London London

Underground Underground Underground

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark

Folder ref: LUMark Folder ref: LUMark Folder ref: LUMark
Artwork ref: LUMark.eps Artwork ref: LUMark.jpg Artwork ref: LUMarkBW.eps
LUMark.wmf LUMark.gif LUMarkBW.wmf

London London London

Underground Underground Underground

PMS/CYMK 1 colour mark RGB 1 colour mark Reversed mark

Folder ref: LUMark Folder ref: LUMark Folder ref: LUMark
Artwork ref: LUMark1Col.eps Artwork ref: LUMark1Col.jpg Artwork ref: LUMarkWhite.eps
LUMark1Col.wmf LUMark1Col.gif

Key: m (mark) lt (LU) pms (Pantone Matching System) 2 (2 colours) .eps (Illustrator eps).
 London Underground corporate identity - Basic elements standards 2.6

Roundel artwork references

PMS/CMYK 2 colour roundel RGB 2 colour roundel Black roundel

Folder ref: LURoundel Folder ref: LURoundel Folder ref: LURoundel
Artwork ref: LURoundel.eps Artwork ref: LURoundel.jpg Artwork ref: LURoundelBW.eps
LURoundel.wmf LURoundel.gif LURoundelBW.wmf

PMS/CMYK 1 colour roundel RGB 1 colour roundel Reversed roundel

Folder ref: LURoundel Folder ref: LURoundel Folder ref: LURoundel
Artwork ref: LURoundel1Col.eps Artwork ref: LURoundel1Col.jpg Artwork ref: LURoundelWhite.eps
LURoundel1Col.wmf LURoundel1Col.gif

Key: r (roundel) lt (LU) pms (Pantone Matching System) 2 (2 colours) .eps (Illustrator eps).
 London Underground corporate identity - Basic elements standards 2.7

Plain roundel artwork references

PMS/CYMK 2 colour plain roundel RGB 2 colour plain roundel Black plain roundel
Folder ref: LUPlainRoundel Folder ref: LUPlainRoundel Folder ref: LUPlainRoundel
Artwork ref: LUPlainRoundel.eps Artwork ref: LUPlainRoundel.jpg Artwork ref: LUPlainRoundelBW.eps
LUPlainRoundel.wmf LUPlainRoundel.gif LUPlainRoundelBW.wmf

PMS/CYMK 1 colour plain roundel RGB 1 colour plain roundel Reversed plain roundel
Folder ref: LUPlainRoundel Folder ref: LUPlainRoundel Folder ref: LUPlainRoundel
Artwork ref: LUPlainRoundel1Col.eps Artwork ref: LUPlainRoundel1Col.jpg Artwork ref: LUPlainRoundelWhite.eps
LUPlainRoundel1Col.wmf LUPlainRoundel1Col.gif

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

Secondary identities

There are occasions when a roundel will

need to be supported by a secondary
LU 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 Underground corporate identity - Basic elements standards 3.1

London Travel Information mark artwork references

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark

Folder ref: LTIMark Folder ref: LTIMark Folder ref: LTIMark
Artwork ref: LTIMark.eps Artwork ref: LTIMark.jpg Artwork ref: LTIMarkBW.eps
LTIMark.wmf LTIMark.gif LTIMarkBW.wmf

PMS/CYMK 1 colour mark RGB 1 colour mark Reversed mark

Folder ref: LTIMark Folder ref: LTIMark Folder ref: LTIMark
Artwork ref: LTIMark1Col.eps Artwork ref: LTIMark1Col.jpg Artwork ref: LTIMarkWhite.eps
LTIMark1Col.wmf LTIMark1Col.gif
 London Underground 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 Underground 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 Underground 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.
All TfL corporate design standards are available
from the TfL internet site.
www.tfl.gov.uk/corporatedesign

Issue 1 February 2003

Designed by Fitch and Real451
© Transport for London