Transport for London Brand and Licensing Development Saskia Boersma

Transport for London’s Brand and Licensing

Development Saskia Boersma, Brand Manager, Transport for London

Transport for London’s Intellectual Property

•Underground Map

•Design Heritage

•Poster and Photographic Collection

•Underground Logo

Souvenir Licensing

•Full Area Underground Map

•Underground, Mind the Gap or London logos

•No product innovation

•Constantly changing consumers – Tourists

•Volume sales through airport retailers such as Glorious Britain

Unashamedly the most obvious designs sell

Underground Map Copyright

Successful Underground

Advertising Campaign

Underground map products Souvenir Licensing

•in London and London itself during the 1920s and 30's.

London Transport is steeped in a history of innovative design which was built on the convictions of one man, Frank Pick whose energy and vision changed the design of transport and indeed of London itself. Pick's original vision was that good, well-managed design can change the culture of and public perception of a business. Using TfL’s illustrious design heritage to extend TfL’s brand into the design led market.

Transport for London’s Design Heritage Licensing for Brand Extension

Transport for London’s Design Heritage • Poster Art

• Photography and Film

• Architecture

• Vehicle Design

• Textile Designs

• Signage

• Font

• Station Interiors

Redesigned Routemaster Bus launched at 100% Design 2004

Designed by the Design Laboratory of Central St. Martins

Transport for London’s Design Heritage

Milan Furniture Fair 2005 - British Design Pavilion in Zona Tortona.


Design Led Licensing

Design led gifts which are a contemporary take on the last 100 years of Transport for London’s s classic design heritage led by today’s British Designers.

Designed for London Inspired by London

Underground map Design Led Products

Izola Underground map shower curtain

Design Led Products Underground map

Suck UK range of licensed products

Underground map Design Led Products Blue Marmalade range of licensed products

The past influencing the present Design Led Products Underground Map

London Transport Icons Design Led Products Wallpaper by Lizzie Allen

London Transport Icons Design Led Products

The past influenci Design Led Products Routemaster Bus

Ella Doran Routemaster range of products.

The past influencing the present Design Led Products Poster Collection

Bliss gifts sets based on series of Edouard Marty posters.

Design Led Products Moquette Designs

Design Led Products Moquette Designs

The Commuter by London Undercover

Brand Marketing Finding third parties to work with who can help market your brand and products – New to look for companies, media organizations or events which • Reflect your brand • Reflect your brand extension possibilities • Will be able to promote your brand to a new audience though

• Established mailing lists • Online following • Social Media reach

Brand Marketing London Fashion Week

Daisy de Villeneuve range of illustrations for London Fashion Week 2009 created as a limited edition travelcard wallet and also sold online as t-shirts and mugs.

Brand Marketing London Design Festival 2010

Brand Marketing London Design Festival 2011

Brand Marketing London Design Festival 2012 Limited Edition Oyster Card Wallets

Thomas Heatherwick Wallet to celebrate the New Routemaster.

Brand Marketing Limited Edition Oyster Card Wallets

150th Anniversary of the Underground 2013

Brand Marketing Limited Edition Oyster Card Wallets

Year of the Bus 2014

Brand Marketing KK Outlet – The Lost Collection

Lost Property Office Advertising Campaign

Brand Development

London Transport Canteen

Background London Transport’s Canteen has a strong brand heritage. In their hay day, London Transport’s Canteens served over 100,000 meals a day, had a training school and its own factory in Croydon where sandwiches and other foods were prepared under the Griffin brand. In addition, London Transport had its own bespoke cutlery and crockery all branded with the old Griffin logo which was designed by Eric Ravilious in the 1930’s.


London Transport Canteen Working in conjunction with restaurant group Canteen a pop up London Transport Canteen was launched at Designjunction during the London Design Festival 2012. The restaurant was designed by Michael Sodeau, incorporating furniture from Modus and Canteen’s design arm Very Good and Proper and elements from Transport for London design collection including original heritage tiles and wallpaper created from old black white photographs of the original canteens. This was the first instance where original tiles and original fabric designs had been used for interior design which led to a new heritage product development area. The canteen served up classic British food such as sausages and mash just like the original London Transport Canteens. Over 15,000 visitors came to the 5 day event and the response was overwhelming positive.

London Transport Mobile Canteen


Original recipes from the 1951 London Transport Catering Cookbook used to teach staff at the Baker Street Training School


London Transport Mobile Canteen launched at Clerkenwell Design Week 2013.

Pick's original vision was that good, well-managed design can change the culture of and public perception of a business and indeed the scope for new brand directions.

Transport for London’s Design Heritage Brand Extension into Interior Design

Decorative ceramic tiles Kennington St c1890

Transport for London’s Design Heritage: History of Underground Station Ceramic Tiles Ceramic tiles have always been used inside nearly every deep-level Tube station in London because they are hard-wearing and easy to clean. From 1900 ceramic tiles were used in different colours and patterns to distinguish each station platform on the original Bakerloo, Piccadilly and Hampstead lines. Art Nouveau inspired tiling was used in the booking halls of the stations designed by Leslie Green for the Bakerloo, Piccadilly and Hampstead Tubes in 1906–7. Later on in the 1930’s press-moulded tiles designed by Harold Stabler and made at Poole Pottery were used c1938 to decorate new and refurbished stations, including Aldgate East, St Paul’s, St John’s Wood and Swiss Cottage. The tradition of bespoke tiles for the Underground continued through the decades the last great commission being for the Victoria Line when it was built in the 1960s.

Light olive green tile Tottenham Ct Rd St., c1906

Ruby red ceramic tile Elephant & Castle St., 1907

Green "acanthus leaf" dado tile Covent Garden ticket office, 1906-07

Stabler tile Underground Roundel, c1938

Craven Dunnill Jackfield are situated in Ironbridge Gorge within the historic Jackfield Tile Museum, the most complete Victorian tile factory in England, where they are still producing individually hand made tiles for numerous restoration projects including Transport for London’s heritage stations.

History of Underground Station Ceramic Tiles: Fired Earth Collaboration with traditional British Ceramic Tile Manufacturing in Ironbridge TfL and Fired Earth are working in conjunction with a local British manufacturer based in Ironbridge Gorge who have been producing hand-glazed tiles for the Underground for many years to bring authentic heritage tiles to the retail market.

The Fired Earth Underground Collection

The Fired Earth Underground Collection Authentic Art Deco "acanthus leaf" dado produced in a new contemporary colourway designed by Fired Earth.


Press moulded tile showing St Pauls Cathedral designed by Harold Stabler produced by Fired Earth.

Transport for London’s Design Heritage: History of Moquette Fabric Designs A New Form of Corporate Identity Following the formation of the London Passenger Transport Board in 1933, Frank Pick, the charismatic vice chairman set about creating a distinctive corporate identity for the new company including commissioning freelance designers to create customised seating fabrics.

The first four artists commissioned were the cutting edge artists and designers Marion Dorn, Norbet Dutton, Enid Marx and Paul Nash. The designers were asked to respond to a design brief which emphasised colours that responded well to artificial light and patterns that take into account wear and tear and soiling.

The new moquettes were predominately geometric and utterly contemporary - a complete change from the floral patterns previously produced.

These seating fabrics have become part of the iconography of the Underground and TfL still commissions textile designers to create new moquettes for the transport system.

Colindale by Marion Dorn, 1940

Shield by Enid Marx, 1940

Barman by Wallace Sewell, 2009

Moquette Fabric Designs – Past and Present

Kirkby Design London Transport Collection

District Original block design first introduced on London Underground’s District Line in the late 1970s.


Marylebone Design originally introduced in the late 1930s and used on the new RT type buses which were the forerunners of the Routemaster bus.

Kirkby Design London Transport Collection Southbank Original moquette design used on the Greenline coach service and also on a fleet of private hire coaches which ran tours to and from the Festival of Britain at London’s Southbank.


Piccadilly The Piccadilly line underwent huge refurbishment in 1997 and a new intricate geometric design was commissioned for the new carriages.


Bakerloo Designed in the late 1960s this designs was used extensively to refurbish trains on Bakerloo, Northern, Piccadilly, East London and Central Lines.

Camden Town Bar at Designjunction 2013

To launch the brand new interiors collections by Fired Earth and Kirkby Design we collaborated with Camden Town Brewery and designer Michael Sodeau to create a micro-brewery and bar at Designjunction. The Underground inspired lighting was specially commissioned by Swedish brand NUD Collection.

Camden Town Bar at Designjunction 2013

Camden Town Brewery’s range of own label beers for the London Transport Museum for the 150th Anniversary of the Underground which were sold at the Camden Town Bar – the first collaboration on an alcoholic beverage brand.

The General Restaurant at Designjunction 2014

The General Restaurant for the Year of the Bus featuring icons from bus transportation.

Old black and white photographs from the archives and new product advertising…



East London Liquor Company has brought spirits production back to London’s East End after more than a century, reinstating an industry back to its roots, which had until recently been forgotten. As well as producing two super premium artisanal gins, which celebrate the role that London has played in developing and refining Gin since its introduction to the capital in the early 1600s, the distillery also produces vodka, rum and whisky. To celebrate the Year of the Bus, the distillery produced a quintessential London dry gin which has an infusion of the highest quality botanicals including lemon & grapefruit peel, cubeb berries and cardamom produced in specially designed bottles.

Roundel is a contemporary youth brand inspired by London and designed for the world The London Underground, with its iconic roundel logo, has for a long time symbolised London life and culture across the globe. The Roundel collection truly encapsulates and celebrates the diverse mix of music, style and art that make London such a unique city within the global community. Embodying the inclusiveness and democratic nature of the tube, by embracing the motto “ Thanks to the Underground, we are all Londoners now” . These principles are at the core of the brand and each season product will carry the values and story of London to cities across the world.

Roundel by London Underground.

Roundel by London Underground. The collection features traditional crew neck style, t-shirts with graphic prints that represent some of London Underground’s most recognised symbols, mixed with modern style influences. The tube map and Roundel also feature in the range, alongside the Griffin logo that up until the 1950s, was the insignia of the London Underground catering team. Plus the moquette print, which is inspired by original seat covers, taken from tube trains. Soft tailoring includes a work suit, school blazer and a selection of work shirts. These combine the historic London Underground uniform shape with modern tailoring, whilst continuing to reference British subculture through design. The brand has also evolved the infamous MA-1 bomber jacket for 2014, renowned for being a symbol of youth style across the generations.

Roundel by London Underground.

Marketing the brand through the photographs of Derek Ridgers who has been documenting London's young people since the early 70s. Roundel by London Underground used Ridgers images which focused on the decade after punk, when youth culture was at its most varied, to launch the brand in a series of posters on the Underground.

Roundel by London Underground – Nike Collaboration

Pop Up Nike/Roundel by London Underground Shop in Piccadilly Circus to Promote the Limited Edition Air Max Trainers for the 150th Anniversary of the Underground.

Roundel by London Underground – Nike Collaboration Limited Edition Trainers to celebrate the 150th Anniversary of the Underground and the launch of Roundel London.

Roundel by London Underground

6am opening for the collectors…

Roundel by London Underground

The First Collection at Dover Street Market London Pop Up Shop.

Transport for London Brand and Licensing Development Saskia Boersma

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