TfL History: Our brand assets

The TfL brand is globally recognised and locally loved. To celebrate it, we’ve pulled together a summary of the history of our brand assets. Find out more about some of the most well-known and famous brand designs in the world. 👇

Moquette

Starting with the moquette. 🤩

We commonly see moquette used as the seat fabric on TfL’s network today. Millions of people have sat on it since the 1920s. The word moquette is derived from the French word for carpet, and the fabric is designed to be:

durable and hard-wearing,
usually composed of 85% wool and 15% nylon
cool in the Summer, and warm in the Winter, due to this composition

London Underground commissioned artists such as Enid Marx and Marion Dorn to design the patterned Moquettes for the Underground seats. Today, the most common Moquette is Barman made by Wallace and Sewell, used since 2010. It features major landmarks in London such as Big Ben and the London Eye, and is seen on many Tube lines including Piccadilly, Jubilee, and Victoria.

Moquettes are not just designs, they are a symbol of London’s transport. They are part of the TfL brand, recognised and loved by Londoners and visitors alike. These iconic patterns have featured across a range of products. They’ve been turned into fashion statements and have even been used on football shirts by Arsenal F.C.!

Roundel and Johnston typeface

The roundel was first developed in 1908 as a solid red enamel disk with a horizontal blue bar. Edward Johnston later redesigned it and it’s since become a symbol of unity across services. Edward Johnston was also commissioned to create a clear, modern, and very distinctive typeface. The Johnston typeface was then later incorporated into the roundel. It’s still seen on the network today and has become known as ‘London’s handwriting’.

Since the creation of Transport for London in 2000, the Roundel has been used to symbolise unity and recognition. It’s used across all modes of transport from the London Underground to Santander Cycle Hire, River Services, and even the new Elizabeth line.

The roundel is not just a logo, it’s a work of art which has become one of the most recognised symbols in the world. For example, the Man Ray 1939 poster, presented the roundel as a planet in the solar systems.

The roundel is TfL’s most instantly recognisable asset. Brands all over the world understand the impact the roundel has and often use the roundel to play a key role in designs.

The Tube Map and Mind The Gap

London’s first public transport maps were very detailed, emphasising distance and geographical accuracy, and were therefore difficult to read.

Harry Beck, a draughtsman redesigned the map in the early 1930s. He used straight, horizontal and vertical lines, 45-degree angles, and clear interchange points for the stations, making the network easier to use. Upon distribution in 1933 it was an instant success. Today the map continues to grow with the ever-expanding network and upgrades, like the naming of the London Overground lines in 2024, as well as embracing technology with online maps such as TfL journey planner and the TfL Go App.

Beck’s Tube map not only helped passengers become more familiar with the Tube network but it became a symbol synonymous with London and has since been reproduced across lots of different products.

The famous phrase we associate with the London Underground is ‘Mind the Gap’. It’s heard announced throughout stations and can be read along the edge of platforms. It was first introduced by London Transport in 1968 for passenger safety. The first recording was created using the voice of Sound Engineer Peter Lodge, which was rolled out in the late 1960s.

TfL’s Tube maps and the “Mind the Gap” slogan aren’t just iconic, they are vital for directional and safety needs, helping passengers to navigate the city. Here is the cool part, big brands also recognise the cultural significance of this history, and regularly partner with TfL to use them. 

Routemaster

Routemasters stand as one of the most recognisable London buses, first introduced in 1954 and running regularly until 2005. Manufacturers used Second World War methods to ensure the buses were robust and easy to maintain.

Routemasters were also stylish and comfortable to ride on and featured its dedicated moquette designed by Douglas Scott. The Routemaster has been a distinct, cultural icon for London for decades. It’s been shown through features in films and productions such as Cruella, and brand-licensed products created to carry the legacy forward.

The first Routemaster prototype RM1 can be seen in the London Transport Museum’s Acton Depot, and has inspired buses over the decades. Current London Buses are very different focusing on zero emissions and increasing technology.

Celebrating 70 years in 2024, the red Routemaster is still a cultural icon and loved by many globally as a symbol of London. It’s especially loved by little ones with brands creating adorable products with their own take on the big red bus.

TfL’s Heritage Assets – Posters

Since the early 1900s, London’s Transport Network have displayed posters. Frank Pick, Chief Executive of London Transport revolutionised the design game. He commissioned artists such as Man Ray, John Hassall, Dora M Batty and Edward McKnight Kauffer to create posters including sights beyond the city, entertainment, events, and wartime information.

These posters tell us information about London’s vibrant history, which can be seen at the New Global Poster Gallery at London Transport Museum in Covent Garden. Today, many brands are using the rich heritage of these posters to create stylish products. These include Uniqlo’s apparel range and Kew Gardens homeware range.