Transport for London

London Underground

Corporate identity

Stationery standards

Getting around
MAYOR OF LONDON

London Underground corporate identity - Stationery standards

Contents
Foreword Basic elements
Typefaces Roundel Logotypes London Underground colours

1
1.1 1.2 1.3 1.4

Stationery specifications
Letterhead Continuation sheet Compliment slip Business cards Fax coversheet Memo Information pack Envelopes

2
2.1 2.3 2.4 2.5 2.6 2.7 2.8 2.9

Stationery examples
London Underground

3
3.1

London Underground corporate identity - Stationery standards

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.

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.

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.

London Underground corporate identity - Stationery standards

1.1

Corporate typeface
LUs 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% (,.-:;!?_){,.} [+-=/@$^&*]

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

Ab

New Johnston

London Underground corporate identity - Stationery standards

1.2

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

0.25

x
0.25 x

0.25 x

London Underground corporate identity - Stationery standards

1.3

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 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

Details of the size and position of the logotypes on each of the main stationery formats are shown in the specifications that follow.

London Underground corporate identity - Stationery standards

1.4

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. Pantone is the property of Pantone, Inc.

Corporate red

Corporate blue

PANTONE

PANTONE

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.

London Underground corporate identity - Stationery standards 30 52

2.1
Roundel Width: 21mm Colour: Pantone 485 Pantone 072

Letterhead
Specification for print Size 210 x 297 The example opposite shows the layout for LU pre-printed letterheads. Artwork for print can be obtained from TfL Corporate Design. Please note all measurements are in mm. Paper: 100gsm Pure Radiant (white) Wove
Mayor of London New Johnston Bold 14pt Aligned left Colour: Pantone 072 Pantone 485 Transport for London New Johnston Book 11pt Aligned left Colour: Pantone 485 London Underground New Johnston Medium 20pt Aligned left Colour: Pantone 072

15
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

58

26 January 2002

Dear name 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. 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

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

Name Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other

PAD symbol Colour: Pantone 072

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 12 5

Legal New Johnston Book 8/9pt Aligned left Colour: Pantone 072

London Underground corporate identity - Stationery standards 30

2.2
30

Letter typing guide

Layout example Size 210 x 297 All letters must be set using the LU letterhead template and printed onto pre-printed letterheads. Please note all measurements are in mm. 41
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

17 41 15

26 January 2002

Dear name Corporate identity guidelines

Headings New Johnston Medium 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

Body copy New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Colour: black

Name Surname Job Title Email: name@tube.tfl.gov.uk Direct line: 020 1234 5678 Copy to: One Other

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

London Underground corporate identity - Stationery standards 30

2.3
30

Continuation sheet
Layout example 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

20
Page 2 of 2

21
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

London Underground corporate identity - Stationery standards

2.4

Compliment slip
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 15
Transport for London

12 5

52

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 Roundel Width: 21mm Colour: Pantone 485 Pantone 072

Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

MAYOR OF LONDON

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

London Underground corporate identity - Stationery standards

2.5

Business cards
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. Please note all measurements are in mm. Paper: 350gsm Fine Ridge White
Reverse side Transport for London New Johnston Book 9/13pt Aligned left Colour: Pantone 485 London Underground New Johnston Medium 12/13pt Aligned left Colour: Pantone 072

7 8
Transport for London

21

London Underground 24

Name Surname MCIT

Job title Phone 020 1234 5678 Mobile 020 1234 5678 Email name@tube.tfl.gov.uk

Roundel Width: 15 Colour: Pantone 485 Pantone 072 Name New Johnston Medium 13/14pt Aligned left Colour: Pantone 072 Qualification letters (optional) New Johnston Light 13/14pt Colour: Pantone 072 Title, phone number and email New Johnston Book 12/14pt Aligned left Colour: Pantone 072

Brondesbury Park Kensal Rise Brondesbury sal Green een's Park Maida Vale Paddington

Kilburn West Hampstead

Chalk Farm
200m

Finchley Road Swiss Cottage St. John's Wood

Camden Town Mornington Crescent Great Portland Euston Street Warren Street Euston Square
Euston 200m

Camden Road

Caledonian Road

Caledonian Road & Barnsbury

Canonbury Highbury & Islington

Hac Cen

King's Cross St. Pancras Angel Old Street

Dalston Kingsland

Edgware Road

Baker Street

Paddington

Edgware Marylebone Road Bayswater Regent's Park Oxford Circus

Farringdon Barbican Russell Square

Bethnal Green Liverpool Street Shoreditch

Goodge Street Holborn Tottenham Court Road

Holland Park epherd's Bush

Lancaster Bond Queensway Gate Street Notting Hill Gate Marble Arch

Moorgate Aldgate East Aldgate Shadw Monument Tower Hill L Tower Gateway Rotherhithe Canada Water Wapp St White

Chancery Lane Covent Garden Leicester Square Mansion House Charing Cross

St. Paul's Bank

Kensington (Olympia)

High Street Hyde Park Kensington Corner Knightsbridge

Green Park Piccadilly Circus

Cannon Street

arons Court

Gloucester Road

Sloane Square Victoria

St. James's Park Westminster

Blackfriars

Fenchurch Street 150m

River Thames

Temple Embankment
Charing Cross 100m

London Bridge Bermondsey

West sington ompton

Earl's Court

South Kensington

Waterloo oadway Pimlico Surrey Quays

London Underground corporate identity - Stationery standards 30 27 60 27 52

2.6

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

15
Transport for London

25

London Underground
Fax cover sheet
To: Company:

Roundel Width: 21mm Colour: Black Fax headings

London Underground New Johnston Medium 20/20pt 17 Aligned left Fax cover sheet New Johnston Book Bold 13pt Subject title/department New Johnston Medium 12/14pt Paragraph space: 1 line Aligned left Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Name Surname/email/ direct line New Johnston Book 12/14pt Aligned left Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left Mayor of London New Johnston Bold 14pt Aligned left

[Recipients name] [Company name] [Fax number] [No of pages]

From:

[Senders name]

Return fax no: 000 0000 0000 Phone no: Date:

New Johnston Book Bold

10/22pt Aligned left Colour: Black Fax information New Johnston Book 12/22pt Aligned left Colour: Black PAD symbol Colour: Black Business Unit

Fax no:

000 0000 0000 1 January 2003

50

No of pages:

Subject title [Body text]

Name Surname Job Title Email: name@tube.tfl.gov.uk

New Johnston Medium

10/12pt Aligned left Colour: Black Department and address New Johnston Book 10/12pt (except Phone no) Paragraph space: 10/18pt Aligned left Colour: Black Phone no: 12/18pt

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.

Business Unit Department name 55 Broadway London SW1H 0BD Phone 020 1234 5678 Fax 020 1234 5678 www.tfl.gov.uk/tube

MAYOR OF LONDON

10

London Underground corporate identity - Stationery standards 30 20 52

2.7

Memo
Template 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

15
Transport for London

26

London Underground
To: From: Our ref: Your ref: Phone: Date:

[Recipients name] [Senders name] [Reference] [Reference] [Phone number] 1 January 2002

Roundel Width: 21mm Colour: Black

London Underground New Johnston Medium 20/20pt 75 Aligned left Memo field headings New Johnston Book Bold 10/22pt Aligned left Colour: Black Memo information New Johnston Book 12/22pt Aligned left Colour: Black Subject title New Johnston Medium 12/20pt Aligned left Body text New Johnston Book 12/14pt Paragraph space: 1 line Aligned left Mayor of London New Johnston Bold 14pt Aligned left

Subject title [Body text]

PAD symbol Colour: Black

Name Surname Job Title Email: name@tube.tfl.gov.uk

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.

Legal (see individual letterheads for details) New Johnston Book 8/9pt Aligned left

MAYOR OF LONDON

10

London Underground corporate identity - Stationery standards 30 30

Roundel Width: 21mm Colour: Pantone 485 Pantone 072

2.8

Press information
Specification for print Size C4 220 x 305 This design is for all LU information packs. The size allows for holding A4 documents. The pocket should have a capacity of 5mm. Please note all measurements are in mm. 8

24
Transport for London

London Underground

53 20

Press information

Press information title New Johnston Medium 40pt Aligned left Colour: White Coloured strip Colour: Pantone 072

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

Department New Johnston Medium 10/12pt Aligned left Colour: Pantone 072

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

Address New Johnston Book 10/12pt (except Phone no) Paragraph space: 6pt Aligned left Phone 12/18pt Colour: Pantone 072 Height of pocket: 115

London Underground corporate identity - Stationery standards

2.9

Envelopes
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. Please note all measurements are in mm.
Transport for London

Transport for London New Johnston Book 10/16pt Aligned left Colour: Pantone 485 London Underground New Johnston Medium 15/16pt Aligned left Colour: Pantone 072

London Underground

John Smith Transport for London Windsor House 42-50 Victoria Street London SW1H 0TL

15 12
Transport for London

118

15

MAYOR OF LONDON

London Underground

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

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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 Transport for London