Transport for London
London Underground
Corporate identity
Stationery standards
Getting around MAYOR OF LONDON
London Underground corporate identity - Stationery standards
Contents Foreword Basic elements
1
Stationery specifications
2
Typefaces
1.1
Letterhead
2.1
Roundel
1.2
Continuation sheet
2.3
Logotypes
1.3
Compliment slip
2.4
London Underground colours
1.4
Business cards
2.5
Fax coversheet
2.6
Memo
2.7
Information pack
2.8
Envelopes
2.9
Stationery examples London Underground
3 3.1
London Underground corporate identity - Stationery standards
4
A well designed, confident and consistent visual identity is highly effective in communicating the strengths of London Underground (LU). It is essential that LU maintains a high standard for co-ordinated design in every aspect of its operations.
With over million passengers every day, Transport for London runs one of the busiest and most complex transportation systems in the world. This book sets the standards for stationery items used within LU. Templates for each item can be obtained from TfL Corporate Design.
Charles Monheim Director, Customer Relations
London Underground corporate identity - Stationery standards
Basic elements Introduction This section gives guidance on the basic elements that make up the LU Stationery standards. The information covered includes the use of the corporate typeface, roundels and logotypes. More detailed information can be found in the LU Basic elements and the LU Desktop publishing standards.
1
1.1
London Underground corporate identity - Stationery standards
Corporate typeface LU’s primary typeface is New Johnston Medium, upper and lower case. It is one of the family of New Johnston typefaces owned exclusively by TfL.
New Johnston ABCDEFGHI JKLMNOPQR STUVWZYZ abcdefghijklm nopqrstuvwxyz 1234567890% (,.-:;!?_){‘“”,.} [+-=/@£$^&*] ÅÁÂËÈÊÍÎÏÌ ÓÔÒØŒÙÛÇ àäâèëêìíî òóöôøùúûü
Ab
It is a requirement that body text is to be set at a minimum of 12pt in New Johnston Book. Headings and sub headings should be set in New Johnston Medium. Italics and bold are only to be used for emphasis and short phrases.
New Johnston Light New Johnston Light Italic New Johnston Book New Johnston Book Italic New Johnston Book Bold New Johnston Book Bold Italic New Johnston Medium New Johnston Medium Italic New Johnston Bold New Johnston Bold Italic
New Johnston
London Underground corporate identity - Stationery standards
Roundel This page shows the LU roundel. For detailed guidance on the correct use of the roundel and for master references, refer to the LU Basic elements standards. To ensure clarity and impact when producing a roundel, no other graphic elements should be placed within an area equivalent to 0.25 its width (x) all around it. This exclusion zone is indicated here by the dotted box around the grey roundel.
0.25
x
0.25
x
x 0.25 x
0.25 x
1.2
1.3
London Underground corporate identity - Stationery standards
Logotypes This page shows the logotype used by LU.
Transport for London logotype. To reinforce its identity on stationery produced by its business units, the TfL logotype is associated with the LU logotype as shown below. Transport for London
London Underground
London Underground Department name First line address Second line address London P05T C0D3
Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube
London Underground London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD Registered in England and Wales Company number 1900907
MAYOR OF LONDON
London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.
Details of the size and position of the logotypes on each of the main stationery formats are shown in the specifications that follow.
1.4
London Underground corporate identity - Stationery standards
Colours London Underground This page identifies the LU colours. These colours refer to colour reproduction using the Pantone Matching System on coated or uncoated paper.
Corporate red
Corporate blue
Pantone is the property of Pantone, Inc. 速
PANTONE速
PANTONE速
485C
072C
London Underground corporate identity - Stationery standards
Stationery specifications Introduction The following pages show how LU stationery should incorporate roundels, logotypes and Mayoral endorsement. They specify the layouts for standard stationery including letters, memos and fax headers. All the measurements are fixed and must be adhered to at all times on both pre-printed and locally printed material.
2
2.1
London Underground corporate identity - Stationery standards 52
30
Letterhead
Roundel Width: 21mm Colour: Pantone 485 Pantone 072
15 Transport for London
Specification for print
London Underground
Size 210 x 297
Transport for London New Johnston Book 11pt Aligned left Colour: Pantone 485
The example opposite shows the layout for LU pre-printed letterheads.
London Underground New Johnston Medium 20pt Aligned left Colour: Pantone 072
58
Your ref: B/001 Our ref: A/003 Client name Company name First line of address Second line of address Town or City name County and PO5T C0D3
Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube
26 January 2002
Dear name
Artwork for print can be obtained from TfL Corporate Design.
Corporate identity guidelines The first direct contact most outsiders have with Transport for London other than by telephone, is when they receive a letter. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Please note all measurements are in mm.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Paper: 100gsm Pure Radiant (white) Wove
Business unit New Johnston Medium 10/12pt Aligned left Colour: Pantone 072 Department & address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Pantone 072 Phone no: 12/18pt
Yours faithfully
PAD symbol Colour: Pantone 072
Name Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678
Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485
London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD
Copy to: One Other
Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.
MAYOR OF LONDON
10 12 5
Legal New Johnston Book 8/9pt Aligned left Colour: Pantone 072
2.2
London Underground corporate identity - Stationery standards 30
30
Letter typing guide 41
Layout example Size 210 x 297
17
All letters must be set using the LU letterhead template and printed onto pre-printed letterheads.
41
Please note all measurements are in mm.
Transport for London
London Underground Your ref: B/001 Our ref: A/003 Client name Company name First line of address Second line of address Town or City name County and PO5T C0D3
Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube
26 January 2002
15 Dear name Corporate identity guidelines
Headings New Johnston Medium 12/14pt Paragraph space: 1 line Aligned left Colour: Black
Body copy New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Colour: black
The first direct contact most outsiders have with Transport for London other than by telephone, is when they receive a letter. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Yours faithfully
Name Surname Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other
MAYOR OF LONDON
London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.
2.3
London Underground corporate identity - Stationery standards
30
30
Continuation sheet
20
Layout example
21
Page 2 of 2
Size 210 x 297 The continuation sheet is also available as a template. Continuation sheets are not pre-printed and the paper stock must match that of the letterhead sheet. Please note all measurements are in mm.
Body copy New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Colour: Black
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Yours faithfully
Name Surname Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other
2.4
London Underground corporate identity - Stationery standards
Compliment slip 12 5
30 Specification for print Size 210 x 99 The example opposite shows the layout for LU pre-printed compliment slips. Artwork for print can be obtained from TfL Corporate Design. Please note all measurements are in mm. Paper: 100gsm Pure Radiant (white) Wove
52
15 Transport for London
London Underground Transport for London New Johnston Book 11pt Aligned left Colour: Pantone 485 London Underground New Johnston Medium 20pt Aligned left Colour: Pantone 072
Business Unit Department name
Roundel Width: 21mm Colour: Pantone 485 Pantone 072
55 Broadway London SW1H 0BD
MAYOR OF LONDON
Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube
10 Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485 PAD symbol Colour: Pantone 072
Business unit New Johnston Medium 10/12pt Aligned left Colour: Pantone 072 Department & address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Pantone 072 Phone no: 12/18pt
2.5
London Underground corporate identity - Stationery standards
Business cards
7
Specification for print Size 86 x 55 The example opposite shows the layout for all LU business cards. Information is printed on both sides. Artwork for print can be obtained from TfL Corporate Design.
8 Transport for London
Transport for London New Johnston Book 9/13pt Aligned left Colour: Pantone 485
London Underground
Roundel Width: 15 Colour: Pantone 485 Pantone 072
24
Name Surname MCIT Job title
London Underground New Johnston Medium 12/13pt Aligned left Colour: Pantone 072
Name New Johnston Medium 13/14pt Aligned left Colour: Pantone 072
Phone 020 1234 5678 Mobile 020 1234 5678 Email name@tube.tfl.gov.uk
Qualification letters (optional) New Johnston Light 13/14pt Colour: Pantone 072
Please note all measurements are in mm. Paper: 350gsm Fine Ridge White
21
Kilburn West Hampstead
Brondesbury Park Kensal Rise Brondesbury sal Green een's Park
Chalk Farm 200m
Swiss Cottage St. John's Wood
Mornington Crescent
Maida Vale Paddington
Reverse side
Paddington
Lancaster Bond Queensway Gate Street Notting Hill Gate
epherd's Bush
Knightsbridge arons Court
West sington
Gloucester Road
Earl's Court
South Kensington
Sloane Square Victoria
Dalston Kingsland
Farringdon Barbican
Euston Square
Old Street
Bethnal Green Liverpool Street
Russell Square
Shoreditch Moorgate
Holborn Tottenham Court Road
Chancery Lane
Leicester Square Mansion House Charing Cross
Piccadilly Circus
St. James's Park
Aldgate East
St. Paul's Bank
Covent Garden
Green Park
Shadw
Cannon Street Monument Blackfriars
Tower Hill
Fenchurch Street 150m
L Tower Gateway
River Thames
Embankment Charing Cross 100m
Rotherhithe
London Bridge Bermondsey
Canada Water
ompton Waterloo oadway Pimlico
St White
Aldgate
Temple
Westminster
Hac Cen
Canonbury Highbury & Islington
Angel
Goodge Street
Oxford Circus
Marble Arch
High Street Hyde Park Kensington Corner
Kensington (Olympia)
Caledonian Road & Barnsbury
Euston 200m
Regent's Park
Bayswater Holland Park
Warren Street
Edgware Marylebone Road
Caledonian Road
King's Cross St. Pancras
Great Portland Euston Street
Baker Street
Edgware Road
Camden Road
Camden Town
Finchley Road
Surrey Quays
Wapp
Title, phone number and email New Johnston Book 12/14pt Aligned left Colour: Pantone 072
2.6
London Underground corporate identity - Stationery standards 30
Fax cover sheet Template Size 210 x 297 All faxes must be set using the LU fax cover sheet template and printed directly from the desktop. Please note all measurements are in mm.
Transport for London New Johnston Book 11/20pt Aligned left
52
27
15
Roundel Width: 21mm Colour: Black
Transport for London
25
London Underground New Johnston Medium 20/20pt 17 Aligned left Fax cover sheet New Johnston Book Bold 13pt
60
27
50
Subject title/department New Johnston Medium 12/14pt Paragraph space: 1 line Aligned left
London Underground Fax cover sheet To:
[Recipient’s name]
From:
Company:
[Company name]
Return fax no: 000 0000 0000
[Sender’s name]
Fax no:
[Fax number]
Phone no:
000 0000 0000
No of pages:
[No of pages]
Date:
1 January 2003
New Johnston Book Bold 10/22pt Aligned left Colour: Black Fax information New Johnston Book 12/22pt Aligned left Colour: Black
Subject title [Body text]
Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left
Fax headings
Name Surname Job Title Email: name@tube.tfl.gov.uk
PAD symbol Colour: Black
Name Surname/email/ direct line New Johnston Book 12/14pt Aligned left
Business Unit
New Johnston Medium 10/12pt Aligned left Colour: Black
Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left Mayor of London New Johnston Bold 14pt Aligned left
London Underground Limited trading as London Underground whose registered office is 55 Broadway, London SW1H 0BD Registered in England and Wales Company number 1900907 London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.
MAYOR OF LONDON
10
Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube
Department and address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Black Phone no: 12/18pt
2.7
London Underground corporate identity - Stationery standards 30
Memo
15
Template
26
20
52
Transport for London
Size 210 x 297 All memos must be set using the LU memo template and printed directly from the desktop. Please note all measurements are in mm. For Memo continuation sheet please see specifications for letterhead continuation sheet on page 2.3.
Transport for London New Johnston Book 11/20pt Aligned left
London Underground New Johnston Medium 20/20pt 75 Aligned left Memo field headings New Johnston Book Bold 10/22pt Aligned left Colour: Black
London Underground To:
[Recipient’s name]
From:
[Sender’s name]
Our ref:
[Reference]
Your ref:
[Reference]
Phone:
[Phone number]
Date:
1 January 2002
Roundel Width: 21mm Colour: Black
Subject title [Body text]
Memo information New Johnston Book 12/22pt Aligned left Colour: Black
PAD symbol Colour: Black
Subject title New Johnston Medium 12/20pt Aligned left
Name Surname Job Title Email: name@tube.tfl.gov.uk
Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left London Underground Limited trading as London Underground whose registered office is 55 Broadway London SW1H 0BD
Mayor of London New Johnston Bold 14pt Aligned left
Registered in England and Wales Company number 1900907
MAYOR OF LONDON
10
London Underground Limited is a company controlled by a local authority within the meaning of Part V Local Government and Housing Act 1989. The controlling authority is Transport for London.
Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left
2.8
London Underground corporate identity - Stationery standards 30
Press information
30 Roundel Width: 21mm Colour: Pantone 485 Pantone 072
24 Transport for London
London Underground
53
Specification for print Size C4 220 x 305 This design is for all LU information packs.
20
Press information title New Johnston Medium 40pt Aligned left Colour: White
Press information
8
Coloured strip Colour: Pantone 072
The size allows for holding A4 documents. The pocket should have a capacity of 5mm.
5
74 14 n Londo ground Under ffice Press O dway 55 Broa 0BD SW1H on nd Lo 34 5678 020 12 Phone 1234 5678 tube Fax 020 .gov.uk/ www.tfl
Please note all measurements are in mm. MAYOR OF LONDON
Transport for London New Johnston Book 11/20pt Aligned left London Underground New Johnston Medium 20/20pt Aligned left
20
Business Unit New Johnston Medium 21/21pt Aligned left Colour: Pantone 072 Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485
Folder inside Colour: 10% Pantone 485 (optional)
Roundel Width: 21mm Colour: Pantone 485 Pantone 072
Department New Johnston Medium 10/12pt Aligned left Colour: Pantone 072
Address New Johnston Book 10/12pt (except Phone no) Paragraph space: 6pt Aligned left Phone 12/18pt Colour: Pantone 072 Height of pocket: 115
2.9
London Underground corporate identity - Stationery standards
Envelopes
Transport for London New Johnston Book 10/16pt Aligned left Colour: Pantone 485
Specification Size C4 325 x 230 C5 225 x 160 DL 220 x 110 Envelopes can be ordered in the same paper stock as the letterheads, continuation sheets and compliments slips.
London Underground New Johnston Medium 15/16pt Aligned left Colour: Pantone 072
Transport for London
London Underground
John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL
MAYOR OF LONDON
15
118
15
12 Transport for London
London Underground
Please note all measurements are in mm.
30 John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL
95
MAYOR OF LONDON
12 John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL
Mayor of London New Johnston Bold 13pt Aligned left Colour: Pantone 072 Pantone 485
Name & address New Johnston Book 12/14pt Aligned left
Roundel Width: 19mm Colour: Pantone 485 Pantone 072
London Underground corporate identity - Stationery standards
Stationery examples Introduction LU has its own dedicated stationery with required legal information. The following page should be used to assist with ordering stationery and may be personalised with appropriate address details. Note that address details will determine how the legal information at the foot of the required piece of stationery is worded. For example, if the postal address is the same as the registered office then the legal information should state that the registered office ‘ ‌is as above’. If, however, the postal address differs from the registered office address then the full registered office address will need to be stated amongst the legal information
3
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London Underground Stationery set examples
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For further information: These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact TfL Corporate Design. Telephone: 020 7941 4481 (auto 688 4481) Suggestions for improving this document should be directed through the change control process. Contact TfL Corporate Design.
Issue 1 February 2003 Designed by Fitch and Real451 Š Transport for London