Transport for London debuts updated style guide and new trend packs

Transport for London has launched an updated core style guide and four new trend packs.

The new creative was launched at TfL’s London Lines event, which showcased how TfL and global licensing agent TSBA have worked with licensing partners to take TfL’s rich archive and use it across product categories.

“London’s iconic Tube map and roundel are recognised around the world, but there are many other aspects of our iconography that we feel would be great for brands to work with in a fun, creative way,” said Julie Dixon, Head of Customer Information, Design & Partnerships at TfL.

“All revenue we raise through brand licensing is reinvested back into London’s transport network and these style guides aim to spark ideas in designers big and small. We look forward to seeing how the industry takes these guides and work with us to create new and exciting retail products.”

While the Underground roundels and tube map continue to be prominent in the trend packs, moquette seat patterns and station architecture also take centre stage.

The four trend packs cover:

• New Iconic: Allows licensees to take the iconic Roundels and Tube map to create products that work across categories.

• Fashion Forward: Here the Roundel features prominently, with prints and patterns that include colour, slogans and icons for trend-led apparel and accessories.

• New Classic: This takes heritage assets such as the moquettes and intricate tile designs to create assets that resonate for homewares and gifting.

• On The Move: This features assets based on signage and wayfaring found across London with bold, bright graphics perfect for cycling, walking, wellness and travel-related products.

TfL’s creative assets also include the colourful moquettes which have decorated seats on buses and trains for many years, as well as the extensive poster archive dating back to the early 20th century. The archive contains posters advertising travel to sporting events, tourist attractions and the art deco styles of the 1920s.

Recent licensees for TfL include Bimber Distillery with single malt whisky, Budgy Smuggler with swimwear, Ebury Press with the TfL puzzle book, and University Games with a murder mystery board game.

TfL is keen to see new brand partners blend its heritage with the brand’s future, using the colours and themes to inspire new takes on classic iconography and designs.

“TfL is the London brand, supported by a rich archive of assets that goes back over 150 years,” said Jo Edwards, Head of Global Licensing at TSBA Group.

“TSBA developed a licensing strategy for the brand which these new trend packs support, allowing the brand to move into new sectors of the market, including homewares and home décor, and products for cycling, walking and wellbeing. With more than 80 licensees already on board and some exciting brand collaborations to be announced, it’s a great time to join the TfL licensing programme.”