Transport for London

London Underground

Corporate identity

Corporate publications
standards
Getting around
MAYOR OF LONDON
 London Underground corporate identity - Corporate publications standards

Contents
Foreword

Basic elements 1 Layouts 2

Corporate typeface 1.1 A4 publication cover
example 1 2.1
Roundel 1.2
A4 publication cover
Logotypes 1.3
example 2 2.2
Logotype/roundel
A4 brochure cover
relationship 1.5
example 3 2.3
Mayor of London/roundel
A4 brochure cover
relationship 1.6
example 4 2.4
Colours 1.7
A4 2 column grid 2.5

A4 3 column grid
example 1 2.6

A4 3 column grid
example 2 2.7
London Underground corporate identity - Corporate publications standards

Transport for London produces a wide range of corporate publications,

many of which are endorsed by its public transport networks or other
operating units. Design standards have been created to encompass this

With over 4 range of material and are set out on the pages which follow.

million passengers every day,

Transport for London runs one of the busiest and
most complex transportation systems in the world.
The objective of these standards is to provide an efficient and cost
effective method for those commissioning or designing corporate
publications to create a range of designs that are coherent, well
co-ordinated and of a high graphic standard.

Charles Monheim
Director, Customer Relations
 London Underground corporate identity - Corporate publications standards 1

Basic elements
Introduction
This section gives guidance on the basic
elements that make up the London Underground
(LU) Corporate publications 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.
 London Underground corporate identity - Corporate publications standards 1.1

Corporate typeface

LU’s primary typeface is New Johnston

Medium, upper and lower case. It is one of the New Johnston It is a requirement that New Johnston Light
family of New Johnston typefaces owned body text is to be set
New Johnston Light Italic
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 - Corporate publications standards 1.2

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 0.25
x x x

0.25 x

LU

0.25 x
 London Underground corporate identity - Corporate publications standards 1.3

Logotypes

This page shows the logotype used by LU.
Transport for London logotype.
To reinforce its identity on desktop publishing
material produced by its business units, the TfL
logotype is associated with the LU logotype as
shown below.

Transport for London

London Underground

London Underground

Details of the size and position of the

logotypes are shown on the pages that
follow.
 London Underground corporate identity - Corporate publications standards 1.4

Logotypes continued

Individual logotypes should be set in New

Johnston Medium upper and lower case as
shown on the previous page. Transport for London
The TfL logotype should be positioned above
the LUlogotype in the proportions indicated London Underground
here.
To provide contrast of size and weight, the
TfL logotype is set in New Johnston Light at
a size 60% of the LU logotype.The space
between the baseline of the TfL logotype and
the top of the capital letter of the LU logotype
is 50% of the capital letter height of the LU
logotype.
0.6C
0.5C
Transport for London
For example, on A4 publication covers, the
LU logotype is set in 22pt New Johnston
C
London Underground
Medium and the accompanying TfL logotype
appears in 13pt New Johnston Light.
 London Underground corporate identity - Corporate publications standards 1.5

Logotype/roundel relationship 1.5mm

2.5mm London Underground
On corporate publications material, the TfL 21mm
and LU logotypes should appear at the top left
of the layout. The roundel is placed at the top
right as shown opposite.
Relative proportions
The capital-letter height of the main logotype
is 25% of the width of the roundel, measured
over its bar, with the supporting TfL logotype
in the proportion and position described
in 1.4
For example, where a roundel is reproduced at
21mm wide as it is on A4 publication covers,
the capital-letter height of the LU logotype is
2.5 mm. (Round up any numbers to the
nearest 0.5mm if the result is smaller).
 London Underground corporate identity - Corporate publications standards 1.6

Mayor of London/roundel relationship

On all printed material, the Mayoral
endorsement should be displayed in a fixed
proportion to the roundel as shown.
Size
The capital letter height of the ‘MAYOR OF
LONDON’ logotype should measure the same
as the depth of the roundel bar. It is to be
displayed in New Johnston Bold, all upper case.
When the roundel is less than 14mm wide, then
please contact TfL Corporate Design for advice
on sizing the ‘MAYOR OF LONDON’ logotype.
Position
Space constraints
Where horizontal space is tight, please contact
TfL Corporate Design for advice.
Colour
The Mayor’s endorsement should appear in
Corporate blue except for the last two letters
‘ON’. These use either Corporate red (TfL and
its direct subsidiaries) or the LU roundel ring
colour.
With single colour professional outputs the ‘ON’
is to be reproduced at a 50% tint. On locally
printed material (laser printers etc) the‘ON’
is to be the same colour as the ‘MAYOR OF
LOND’ (100%).
When reversed out of a dark background the
‘ON’ is to be in an appropriate second colour.
min 0.5x x

The capital letter height of the Mayor’s

endorsement should be aligned vertically with
the roundel. Horizontally, the minimum MAYOR OF LONDON
distance between the Mayor’s endorsement
and the roundel is equal to half the width of
the roundel, measured across its bar. Ideally it
should be greater than this and the Mayor’s
endorsement should be ranged left with the
left hand margin of any layout.
 London Underground corporate identity - Corporate publications standards 1.7

Colours

LU colours
This page identifies
the LU colours.
These colours refer
to colour reproduction
LU Corporate blue London Travel Textphone
using the Pantone
Information
Matching System on
coated or uncoated
paper.
For colour conversion PANTONE® PANTONE® PANTONE® PANTONE®
to CMYK, RGB, 485C
PANTONE® 072C 430C
PANTONE® 235C
PANTONE®

websafe and NCS 072C 072C 072C

values please refer to

the TfL and LU
Colour standards.
 London Underground corporate identity - Corporate publications standards 2

Layouts

The following pages illustrate layout options for

corporate publications. Any combination of the
following covers and grids may be used.
 London Underground corporate identity - Corporate publications standards 2.1
15 15

Layouts 11
Transport for London
London Underground
A4 publication cover Transport for London Roundel
Example 1 New Johnston Light 13pt Width: 21
Colour: Pantone 072 Annual report 2002 Colour: Pantone 072
Size 210 x 297 Aligned left Serving our customers Pantone 485
London Underground
All A4 brochures New Johnston Medium 22pt
produced for LU Colour: Pantone 072
must conform to the Aligned left
basic layout set out
here and on the Title
following pages. New Johnston Medium
Colour: Pantone 072
Please note all Aligned left
measurements Sub title
are in mm. New Johnston Book
Colour: Pantone 072
Aligned left

Mayor of London
New Johnston Bold 14pt
Colour: White and
appropriate second colour
Aligned left
MAYOR OF LONDON
10
 London Underground corporate identity - Corporate publications standards 2.2
15 15

Layouts 32
continued Transport for London
London Underground
Transport for London Bar
New Johnston Light 13pt Colour: Pantone 072
A4 publication
Aligned left
cover Example 2 Annual report 2002 Roundel
London Underground Width: 21
Serving our customers
Size 210 x 297 New Johnston Medium 22pt Colour: White
Aligned left
This example shows
an alternative layout
Title
with the image
New Johnston Medium
bleeding on two Colour: Pantone 072
sides only. Aligned left
Please note all Sub title
measurements New Johnston Book
Colour: Pantone 072
are in mm.
Aligned left

Mayor of London
New Johnston Bold 14pt
Colour: White
Pantone 485
Aligned left 28
MAYOR OF LONDON
10
 London Underground corporate identity - Corporate publications standards 2.3
15 15

Layouts 32
continued Transport for London
London Underground
Transport for London Bar
New Johnston Light 13pt Colour: White
A4 publication
Aligned left
cover Example 3 Annual report 2002 Roundel
London Underground Width: 21
Serving our customers
Size 210 x 297 New Johnston Medium 22pt Colour: Pantone 072
Colour: Pantone 072 Pantone 485
This example shows Aligned left
an alternative layout
with the image
Title
bleeding on two New Johnston Medium
sides only. Colour: Pantone 072
Aligned left
Please note all
measurements Sub title
New Johnston Book
are in mm.
Colour: Pantone 072
Aligned left

Mayor of London
New Johnston Bold 14pt
Colour: Pantone 072
Pantone 485
Aligned left 28
MAYOR OF LONDON
10
 London Underground corporate identity - Corporate publications standards 2.4
15 15

Layouts 11
32
continued Transport for London
London Underground
Transport for London Bar
New Johnston Book 13pt Colour: Pantone 072
A4 brochure cover Aligned left
Example 4 Annual report 2002 37 Roundel
London Underground Serving our customers Width: 21
Size 210 x 297 New Johnston Medium 22pt Colour: White
Aligned left
This example shows
an alternative layout
with the image Title
bleeding on two New Johnston Medium
Colour: Pantone 072
sides only with a
Aligned left
colour identity strip.
Sub title
Please note all New Johnston Book italic
measurements Colour: Pantone 072
are in mm. Aligned left

Mayor of London
New Johnston Bold 14pt
Colour: Pantone 072
Pantone 485
Aligned left 28
MAYOR OF LONDON
10
 London Underground corporate identity - Corporate publications standards 2.5
15 8 15

Layouts continued
30
A4 2 column grid First level heading

Size 210 x 297 21

Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod
The grid illustrated on this page shows a tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
layout used for A4 2 column text pages within nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo
corporate publications. consequat.
Second level heading
Please note all measurements Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum
are in mm. 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.
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. 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.

Ut wisi enim ad minim veniam, quis nostrud

Forth level heading Nam liber tempor cum
exerci tation ullamcorper suscipit lobortis nisl ut
soluta nobis eleifend option congue nihil
aliquip ex ea commodo consequat. Duis autem
imperdiet doming id quod mazim placerat facer
vel eum iriure dolor in hendrerit in vulputate velit
possim assum. Lorem ipsum dolor sit amet,
esse molestie consequat, vel illum dolore eu
consectetuer adipiscing elit, sed diam nonummy
feugiat nulla facilisis at vero eros et accumsan et
nibh euismod tincidunt ut laoreet dolore magna
iusto odio dignissim qui blandit praesent
aliquam erat volutpat. Ut wisi enim ad minim
luptatum zzril delenit augue duis dolore te feugait
veniam, quis nostrud exerci tation ullamcorper
nulla facilisi.
suscipit lobortis nisl ut aliquip ex ea commodo
consequat.
Third level heading
Nam liber tempor cum soluta nobis eleifend
Duis autem vel eum iriure dolor in hendrerit in
option congue nihil imperdiet doming id quod
vulputate velit esse molestie consequat, vel illum
mazim placerat facer possim assum. Lorem
dolore eu feugiat nulla facilisis. Lorem ipsum
ipsum dolor sit amet, consectetuer adipiscing
dolor sit amet, consectetuer adipiscing elit, sed
elit, sed diam nonummy nibh euismod tincidunt
diam nonummy nibh euismod tincidunt ut laoreet
ut laoreet dolore magna aliquam erat volutpat.
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. Forth level heading Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla
Duis autem vel eum iriure dolor in hendrerit in
facilisis at vero eros et accumsan et iusto odio
vulputate velit esse molestie consequat, vel illum
dignissim qui blandit praesent luptatum zzril
dolore eu feugiat nulla facilisis. Lorem ipsum
delenit augue duis dolore te feugait nulla facilisi.
dolor sit amet, consectetuer adipiscing elit, sed
Lorem ipsum dolor sit amet, consectetuer
diam nonummy nibh euismod tincidunt ut laoreet
adipiscing elit, sed diam nonummy nibh.
dolore magna aliquam erat volutpat.
 London Underground corporate identity - Corporate publications standards
Layouts continued
A4 3 column grid Example 1
Size 210 x 297
The grid illustrated on this page shows a
layout used for A4 3 column text pages within
corporate publications.
Please note all measurements are in mm.
15
30
First level heading
21
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.
Second level heading
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. 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.
Third level heading
Nam liber tempor cum soluta
8 8
nobis eleifend option congue
nihil imperdiet doming id quod
mazim placerat facer possim
assum. 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. Lorem ipsum dolor sit
amet, consectetuer adipiscing
elit, sed diam nonummy nibh
euismod tincidunt ut laoreet
dolore magna aliquam erat
volutpat.
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.
2.6
15
Forth level heading Nam liber
tempor cum soluta nobis
eleifend option congue nihil
imperdiet doming id quod
mazim placerat facer possim
assum. 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. Lorem ipsum dolor sit
amet, consectetuer adipiscing
elit, sed diam nonummy nibh
euismod tincidunt ut laoreet
dolore magna aliquam erat
volutpat.
Forth level heading 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.
Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat vel
illum.
 London Underground corporate identity - Corporate publications standards
Layouts continued
A4 3 column grid Example 2
Size 210 x 297
The grid illustrated on this page shows a
layout used for A4 3 column text pages within
corporate publications.
Please note all measurements are in mm.
15 8 8
62
26
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.
First level heading
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.
Second level heading
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. 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
2.7
15
luptatum zzril delenit augue duis
dolore te feugait nulla facilisi.
Third level heading
Nam liber tempor cum soluta nobis
eleifend option congue nihil
imperdiet doming id quod mazim
placerat facer possim assum. 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. Lorem
ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat.
Forth level heading 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.
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