Transport for London

Iconic Brand and Travel Business

The Challenge

To develop a new logotype applicable to the growing range of retail designs based on unique TfL IP.



Project Overview & Solutions

The solution often turns out more beautiful than the puzzle – Richard Dawkins

Project Overview

Interchange is a trademarked brand-name co-development by Tony Davis and David Ellis (Transport for London – Tfl). Tony Davis created the logotype and styling options. It was developed to label and describe a range of design-lead objects and materials exploiting aspects of Tfl IP and particularly the London Tube Map (Diagram). It was based on Tfl’s Johnston typeface and the interchange symbol used for lines changes on London’s Tube.

The designs were labelled and exhibited by a number of licensees at 100% Design London, 100% Design Rotterdam, Ambiente, Spring Fair and other events in the UK and Europe. A London Routemaster bus was also equipped with the designs and driven to the Milan Fair to illustrate the range.

Other Projects

All life is an experiment. The more experiments you make the better - Ralph Waldo Emerson