TfL teams with Crush Creative for first style guide focused on children’s products

Transport for London has launched its first style guide aimed at creating children’s products around London’s iconic transport network.

Designed by Crush Creative, the style guide includes colourful, illustrated assets that take cues from historic poster art, blending retro aesthetics with contemporary designs. It includes six signature illustrations, four patterns, nine badges and 13 icons, as well as sample applications across potential products.

“As we start to expand the TfL brand into the children’s market, it is so important for us to offer licensees something easy to use and exciting that will engage and delight children and parents alike,” said Ellen Sankey, TfL’s Brand Licensing Manager.

“We want to make kids aware of the importance of greener options such as public transport, walking and cycling, and invite them to discover our wonderful city. This guide reflects our heritage and style, while also looking to our future.”

Crush’s Illustration Director, Theo Bain, added: “TfL has a rich history of collaborating with iconic artists and designers. You can spot this in everything from the famous Underground map, to where you park your bum on their iconic moquette! In creating this asset pack for children, we had the incredible opportunity to immerse ourselves in that world. It has been a privilege to breathe life into a series of images and patterns that pay homage to some of the great mid-century artists who brought so much joy to the underground in years gone by.”