MAIN MENU: What's New | Conferences | Publications | Membership | Links | Return Home
DMI Publications
DMI Journal(SELECTED) Newsletter Case Studies Recording Other Publications
Search Index of Publications
About Contents

Design Management Journal, Vol. 6, No. 1, Winter 1995


The Roundel and the Corporate Image of London Transport

By Jeremy Rewse-Davies, Design Director, London Transport

The circle with a broad bar across its center is a symbol with universal currency. It is London; it is the underground; it is a vast public transportation network. We think of it as the centerpiece of a model corporate identity. But as Jeremy Rewse-Davies tells it, the history behind this trademark is full of changes, design mishaps, and visual digressions. Interestingly, the power of the logo and related elements continues, not because it is supported by volumes of rules, but because executives and managers continue to promote an enduring yet flexible commitment to design excellence.

Keywords: Corporate Identity, Logos, Case Study or Method, Graphic Design, Corporate Identity/Voice

ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9561REW22. Just use your mouse to copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

What's New Conferences Publications Membership Info Links

All material Copyright © 1989-1997 by the Design Management Institute. All rights reserved.

29 Temple Place, Boston, MA 02111-1350 USA
617.338.6380 (voice) or 617.338.6570 (fax) or e-mail