Transport for London

London Buses

Corporate identity

Basic elements

Getting around
MAYOR OF LONDON
 London Buses corporate identity - Basic elements standards

Contents
Foreword
Introduction 1
Glossary 1.1
Colour glossary 1.2
Corporate typeface 1.3

London Buses 2
Roundel usage 2.1
Exclusion zones 2.3
Colours 2.4
Mark references 2.5
Roundel references 2.6
Plain roundel references 2.7

Secondary identities 3
London Travel Information 3.1
Textphone 3.3
London Buses corporate identity - Basic elements standards

A well designed, confident and consistent visual identity is highly

effective in communicating the strengths of our organisation. It is essential

4
that London Buses maintains a high standard for co-ordinated design in
every aspect of our operations.

With over million passengers every day,

Transport for London runs one of the busiest and
most complex transportation systems in the world.
This document gives guidance on the basic elements that make up
the London Buses visual identities. The information covers the
corporate typeface, the visual identity of London Buses and the
corporate colours. Guidance on design applications can be found in
separate documents provided by Transport for London (TfL).

Charles Monheim
Director, Customer Relations
 London Buses corporate identity - Basic elements standards 1

Introduction

This section explains the generic terms used

to describe elements of the London Buses
corporate identity. Some of the terms are
industry standard, whilst others are specific
to TfL.
 London Buses corporate identity - Basic elements standards 1.1

Glossary

The main terms used in these guidelines are
as follows:
Mark
A combination of a roundel or symbol with
a logotype in a fixed relationship as
shown below.
Plain roundel
A version of London Buses’s roundel without
the mode appearing in the bar. This is used for
reproduction at small sizes where the name
would be illegible or difficult to reproduce
cleanly.
Exclusion zone
The minimum area around marks, roundels
or symbols that must be kept free of other
graphic elements. This is to ensure that they
are reproduced clearly and legibly without
interference from other visual devices.

London
Buses
Roundel
The visual identifiers based on an open circle
and a bar used by London Buses. The London
Buses mode is displayed in white on the bar.
Symbol
Other visual identifiers used by London Buses.
London
Buses
Logotype
The title of London Buses set in New
Johnston Medium upper and lower
case type.
Logotypes are used with roundels or symbols
in a fixed relationship to form Marks, but can
also be used in a looser relationship such as
that used on stationery (see the Stationery
standards).

London Buses
 London Buses corporate identity - Basic elements standards
Colour glossary
Print specifications
PMS
An abbreviation of Pantone Matching System.
This system is used to specify spot colours
(ie individually mixed colours) for printing.
The letter ‘C’ after the specification
indicates a colour’s appearance on coated
paper stock. The letter ‘U’ after the
specification indicates a colour’s appearance
on uncoated paper stock.
CMYK
Initials representing the four colours - Cyan,
Magenta, Yellow and Black (Kohl) - used in
the four-colour printing process. Different
combinations and proportions of these four
colours are used to achieve matches to the
spot colours.
Screen specifications
RGB
An abbreviation of Red-Green-Blue, indicating
the primary colours of light. For reproduction
on screens and other electronic systems,
combinations of these three colours are used
to match to the Transport for London colours.
Web
To achieve colours that can be reproduced
satisfactorily on internet and intranet sites,
Web safe colours should be specified.
These provide a greater degree of consistency
than RGB colours when there is no control
over the equipment used to view the site.
1.2
Paint specifications
NCS
An abbreviation of Natural Color System.
This provides a wide range of colour
specifications applicable to paints and other
materials. There are colour-matches in this
system for all the Transport for London
colours specified in these guidelines.
Other specification systems such as RAL or
British Standard BS4800 have only a very
limited number of acceptable colour-matches
to Transport for London colours. Please do
not use these systems without first obtaining
the approval of TfL Corporate Design.
 London Buses corporate identity - Basic elements standards 1.3

Corporate typeface

London Buses’s primary typeface is New

Johnston Medium, upper and lower case. New Johnston It is a requirement that New Johnston Light
It is one of the family of New Johnston body text is to be set
New Johnston Light Italic
typefaces owned exclusively by TfL. at a minimum of 12pt
ABCDEFGHI
in New Johnston Book. New Johnston Book
JKLMNOPQR
Headings and sub New Johnston Book Italic
STUVWZYZ
headings should be set
abcdefghijklm
in New Johnston New Johnston Book Bold
nopqrstuvwxyz
1234567890% Medium. Italics and New Johnston Book Bold Italic
(,.-:;!?_){‘“”,.} bold are only to be
used for emphasis and New Johnston Medium
[+-=/@£$^&*]
ÅÁÂËÈÊÍÎÏÌ short phrases. New Johnston Medium Italic
ÓÔÒØŒÙÛÇ

Ab
àäâèëêìíî New Johnston Bold
òóöôøùúûü New Johnston Bold Italic

New Johnston
London Buses corporate identity - Basic elements standards 2

London Buses

This section is concerned with the identity for

London Buses. It is important to observe the
standards for reproducing the roundel and
London
mark in all applications to maintain
consistency and to preserve the integrity of Buses
the identity.

Artwork references
The master artworks for the London Buses
identity are supplied separately as digital
artwork to support these printed guidelines.
These can be identified by the reference
numbers found on pages 2.5 to 3.4.
 London Buses corporate identity - Basic elements standards 2.1

Roundel usage

Acceptable 1 colour roundel. Reversed roundel

The examples shown here make up
the acceptable applications of the
London Buses roundel.
Note: The squares are used as examples
of background colours and are not part of
the design.
Black roundel The roundel can be applied
to flat background colours
as long as they provide
sufficient contrast.

The roundel can also be

embossed out of any
material.
 London Buses corporate identity - Basic elements standards 2.2

Roundel usage continued

Unacceptable
The roundel must not be re-drawn, distorted BUSES BUSES

or modified in any way. It must not be placed

on a background that impairs legibility.
Pattern backgrounds which interfere with the
roundel must not be used.
Note: The squares are used as examples
BUSES BUSES
of background colours and are not part
of the design.

BUSES BUSES

BUSES BUSES
 London Buses corporate identity - Basic elements standards 2.3

Exclusion zones

Exclusion zone for the mark .25x x .25x

The orange box indicates the exclusion
zone where no other graphic elements .25x
should be placed.

The exclusion zone is always one quarter

of the width of the roundel bar.
London
Buses
.25x

Exclusion zone for the roundel .25x x .25x

The orange box indicates the exclusion
zone where no other graphic elements .25x
should be placed.

.25x
 London Buses corporate identity - Basic elements standards 2.4

London Buses colours

Depending on the systems used, the

examples shown here are the only
acceptable combinations.

Print

PMS PMS CMYK

Colour reproduction Colour reproduction Colour reproduction
using Pantone using Pantone using Four colour
PANTONE® PANTONE® PANTONE® PANTONE® C:100 M:100
Matching System on 072U 485U
Matching System on M:79 Y:91
process.
072C 485C
coated paper. uncoated paper.

Screen

RGB web
Colour reproduction Colour reproduction
using red, green and using Web safe
0R 223R blue values. 00 33 99 CC 00 33 colours.
45G 0G
115B 44B

Paint

NCS
Colour reproduction
using Natural Colour
S 3560-R80B S 1085-Y80R System.
 London Buses corporate identity - Basic elements standards 2.5

Mark artwork references

London London London

Buses Buses Buses

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark

Folder ref: BusMark Folder ref: BusMark Folder ref: BusMark
Artwork ref: BusMark.eps Artwork ref: BusMark.jpg Artwork ref: BusMarkBW.eps
BusMark.wmf BusMark.gif BusMarkBW.wmf

London London London

Buses Buses Buses

PMS/CYMK 1 colour mark RGB 1 colour mark Reversed mark

Folder ref: BusMark Folder ref: BusMark Folder ref: BusMark
Artwork ref: BusMark1Col.eps Artwork ref: BusMark1Col.jpg Artwork ref: BusMarkWhite.eps
BusMark1Col.wmf BusMark1Col.gif
 London Buses corporate identity - Basic elements standards 2.6

Roundel artwork references

PMS/CMYK 1 colour roundel RGB 1 colour roundel

Folder ref: BusRoundel Folder ref: BusRoundel
Artwork ref: BusRoundel1Col.eps Artwork ref: BusRoundel1Col.jpg
BusRoundel1Col.wmf BusRoundel1Col.gif

Black roundel Reversed roundel

Folder ref: BusRoundel Folder ref: BusRoundelWhite
Artwork ref: BusRoundelBW.eps Artwork ref: BusRoundelWhite.eps
BusRoundelBW.wmf
 London Buses corporate identity - Basic elements standards 2.7

Plain roundel artwork references

PMS/CYMK 1 colour roundel RGB 1 colour roundel

Folder ref: BusPlainRoundel Folder ref: BusPlainRoundel
Artwork ref: BusPlainRoundel1Col.eps Artwork ref: BusPlainRoundel1Col.jpg
BusPlainRoundel1Col..wmf BusPlainRoundel1Col.gif

Black plain roundel Reversed plain roundel

Folder ref: BusPlainRoundel Folder ref: BusPlainRoundel
Artwork ref: BusPlainRoundelBW.eps Artwork ref: BusPlainRoundelWhite.eps
BusPlainRoundelBW.wmf

If using either the plain black or reversed roundels, then the operating name London Buses must also be displayed
Please note the plain roundel is only for use when the roundel bar width falls below 14mm.
 London Buses corporate identity - Basic elements standards 3

Secondary identities

There are occasions when a roundel will

need to be supported by a secondary
TfL identity.
Guidelines on how secondary marks are used
can be found in the ‘Information and publicity
standards’ and the ‘Advertising guidelines’.
The secondary identities are shown on the
following pages with their artwork references.
London Buses corporate identity - Basic elements standards 3.1

Information ‘i’ symbol artwork references

PMS/CYMK Grey symbol RGB Grey symbol Black symbol

Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolGrey.eps Artwork ref: InfoSymbolGrey.jpg Artwork ref: InfoSymbolBW.eps
InfoSymbolGrey.wmf InfoSymbolGrey.gif InfoSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol

Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolBlue.eps Artwork ref: InfoSymbolBlue.jpg Artwork ref: InfoSymbolWhite.eps
DLRInfoSymbolBlue.wmf InfoSymbolBlue.gif
London Buses corporate identity - Basic elements standards 3.2

Information ‘i’ symbol artwork references

PMS/CYMK Grey symbol RGB Grey symbol Black symbol

Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolGrey.eps Artwork ref: InfoSymbolGrey.jpg Artwork ref: InfoSymbolBW.eps
InfoSymbolGrey.wmf InfoSymbolGrey.gif InfoSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol

Folder ref: InfoSymbol Folder ref: InfoSymbol Folder ref: InfoSymbol
Artwork ref: InfoSymbolBlue.eps Artwork ref: InfoSymbolBlue.jpg Artwork ref: InfoSymbolWhite.eps
DLRInfoSymbolBlue.wmf InfoSymbolBlue.gif
London Buses corporate identity - Basic elements standards 3.3

Textphone mark artwork references

PMS/CYMK 2 colour mark RGB 2 colour mark Black mark

Folder ref: TextMark Folder ref: TextMark Folder ref: TextMark
Artwork ref: TextMark.eps Artwork ref: TextMark.jpg Artwork ref: TextMarkBW.eps
TextMark.wmf TextMark.gif TextMarkBW.wmf

PMS/CYMK Blue Mark RGB Blue mark Reversed mark

Folder ref: TextMark Folder ref: TextMark Folder ref: TextMark
Artwork ref: TextMark1Col.eps Artwork ref: TextMark1Col.jpg Artwork ref: TextMark1White.eps
TextMark1Col.wmf TextMark1Col.gif
London Buses corporate identity - Basic elements standards 3.4

Textphone symbol artwork references

PMS/CYMK Magenta symbol RGB Magenta symbol Black symbol

Folder ref: TextSymbol Folder ref: TextSymbol Folder ref: TextSymbol
Artwork ref: TextSymbolMagenta.eps Artwork ref: TextSymbolMagenta Artwork ref: TextSymbolBW.eps
TextSymbolMagenta.wmf TextSymbolBW.wmf

PMS/CYMK Blue symbol RGB Blue symbol Reversed symbol

Folder ref: TextSymbol Folder ref: TextSymbol Folder ref: TextSymbol
Artwork ref: TextSymbolBlue.eps Artwork ref: TextSymbolBlue.jpg Artwork ref: TextSymbolWhite.eps
TextSymbolBlue.wmf TextSymbolBlue.gif
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.
www.tfl.gov.uk/corporatedesign

Issue 1 February 2003

Designed by Fitch and Real451
© Transport for London