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

Article:

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



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This document was last updated January 7, 1997.



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