Underground users are six times more likely to recall adverts with a 79% response rate, which is now said to grow due to internet accessibility.London Underground’s (and TFL’s) advertising has seen an array of ideas, styles and artists printed and billed on its walls through the years, and has always embraced technology in digital, targeted (timed) advertising. Whether they advertise announcements, promotions, updates or exhibitions, they have always championed different artists, designers and collaborators with new ideas to carry their serious, but playful, tone of voice and message. At the end of 2016 a memorial to Frank Pick at London’s Piccadilly Circus station by London Underground is a significant London icon of global recognition.

They are both fans of the London Underground moquette designers who preceded them, including Misha Black, Paul Nash and Enid Marx. And in its advertising and design I see the expressions from thousands of brands and people behind those brands trying to connect with their audiences – from the desperately mundane to the weird and wonderful, from the crass and crowded to the beautiful sculpted.The London Underground is an ambassador for the city as it reflects so many of the same ethics.
It has always had, and needed, a strong identity and brand – a strong way to communicate with its customers so they can stay informed, serviced, excited and, most importantly, safe.The roundel of the Underground’s infamous logo first surfaced in 1908 on platforms across London. Under the initial guidance of Pick, London Underground’s visual identity and communication adorned a style that continues to influence design and ideas in other brands.In working with the London Underground and TfL, on the We’ve also had the pleasure to work on campaigns for a variety of clients to be placed on the Underground adspace and they by far have been our most successful. In 1931 he created a new style map. In the staff I see and hear the over-excited American conductor at Victoria, the elderly Asian voice at Vauxhall and the Punk rocker (and his immense Mohawk) at Oxford Circus. Basing his design on an electrical circuit board, Beck painstakingly refined the whole idea of the map down to its primary purpose – to clearly signpost direction of the lines rather than true geographic locations.The Underground is also home to one of the world’s largest ad spaces – both in the stations and on trains – and it is utilised by London Underground as well as thousands of other brands from around the globe. The Underground is an advertisement in itself for London and all that happens within it. By 1917, the roundel was developed to suit and incorporate the new typography.

The average dwell time is about three minutes on the platform, engaging with cross track adverts, and 13 minutes absorbing adverts inside the Tube carriages. The graphic device of the blue bar sat over a full red circle gave prominence to the name of the station, and helped commuters distinguish it from commercial advertising, other signage and the noise of the city.In 1913, publicity manager Frank Pick, commissioned typographer and calligrapher Edward Johnston to design a custom, company typeface. It’s all-inclusive and epitomises why I love London and call it my home. The average dwell time is about three minutes on the platform, engaging with cross track adverts, and 13 minutes absorbing adverts inside the Tube carriages.

It is both visually renowned and followed, mimicked and revered for its innovation in construction and service throughout the world.

The Underground is also home to one of the world’s largest ad spaces – both in the stations and on trains – and it is utilised by London Underground as well as thousands of other brands from around the globe. It is part of our daily lives; to service our journeys to work, to socialise or to see different parts of the capital. With Frank Pick ’s revolutionary changes to the transport system and Harry Beck ’s map design, the Underground continually was at the forefront of modern, contemporary graphic design. It has carried and seen all sorts of people from all sorts of places.

Whilst the brand follows a strong, unwavering path, it is open enough to let the world in. In the commuters and tourists, I see and hear people taking the time to relax, reflect, think, converse or connect, alone and/or with each other. It famously became an air raid shelter during WW2 and has suffered through tragedies such as the King’s Cross fire and the 7/7 bombings.
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It has introduced online accessibility at stations, as well as experiential innovations along its walkways. That’s why I believe London Underground is one of My absolute favourite, from one of my favourite artists, Sign-up to receive the latest Hatched creative, articles and updates direct to your inbox.


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