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 Stationery examples 3

Typefaces 1.1 Letterhead 2.1 London Underground 3.1
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
London Underground corporate identity - Stationery standards

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

With over 4 every aspect of its operations.

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 1

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

LU’s primary typeface is New Johnston

Medium, upper and lower case. It is one of the New Johnston It is a requirement that New Johnston Light
family of New Johnston typefaces owned body text is to be set
New Johnston Light Italic
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

Ab
ÓÔÒØŒÙÛÇ
àäâèëêìíî New Johnston Bold
òóöôøùúûü New Johnston Bold Italic

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 x 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
MAYOR OF LONDON 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.
 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.
Corporate red Corporate blue
Pantone is the property of Pantone, Inc.
®

PANTONE® PANTONE®
485C 072C
 London Underground corporate identity - Stationery standards 2

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 2.1

30 52
Roundel
Letterhead 15 Width: 21mm
Transport for London Colour: Pantone 485
London Underground Pantone 072
Specification Transport for London
for print New Johnston Book 11pt Your ref: B/001
58
Our ref: A/003
Aligned left
Size 210 x 297 Colour: Pantone 485 Client name Business Unit
Company name Department name
First line of address
The example opposite London Underground Second line of address
55 Broadway
London SW1H 0BD

shows the layout for New Johnston Medium 20pt Town or City name
County and PO5T C0D3
Phone 020 1234 5678 Business unit
Fax 020 1234 5678
Aligned left www.tfl.gov.uk/tube New Johnston Medium
LU pre-printed
Colour: Pantone 072 26 January 2002 10/12pt
letterheads. Aligned left
Dear name Colour: Pantone 072
Artwork for print can
Corporate identity guidelines
be obtained from TfL Department & address
The first direct contact most outsiders have with Transport for London other than by
Corporate Design. telephone, is when they receive a letter. Lorem ipsum dolor sit amet, consectetuer New Johnston Book
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 10/12pt (except Phone no)
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Please note all Paragraph space: 10/18pt
measurements
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
Aligned left
odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait.
Colour: Pantone 072
are in mm. 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
Phone no: 12/18pt
Paper: 100gsm vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi.
Pure Radiant
Yours faithfully
(white) Wove
PAD symbol
Name Colour: Pantone 072
Mayor of London Job Title London Underground Limited
trading as London Underground
Email: name@tube.tfl.gov.uk
New Johnston Bold 14pt Direct line: 020 1234 5678
whose registered office is
55 Broadway
London SW1H 0BD

Aligned left Copy to: One Other Registered in England and Wales Legal
Company number 1900907

Colour: Pantone 072 London Underground Limited is New Johnston Book

a company controlled by a local

Pantone 485
authority within the meaning of
Part V Local Government and 8/9pt
Housing Act 1989. The controlling
MAYOR OF LONDON authority is Transport for London.
Aligned left
10 Colour: Pantone 072
12 5
 London Underground corporate identity - Stationery standards 2.2

30 30

Letter typing guide

Transport for London
41 London Underground
Layout example
Size 210 x 297 Your ref: B/001
Our ref: A/003
17
All letters must be set using the LU Client name
Company name
Business Unit
Department name
First line of address
letterhead template and printed onto Second line of address
55 Broadway
London SW1H 0BD
41 Town or City name
pre-printed letterheads. County and PO5T C0D3
Phone 020 1234 5678
Fax 020 1234 5678
www.tfl.gov.uk/tube

Please note all measurements are in mm. 26 January 2002

15
Dear name

Corporate identity guidelines

Headings The first direct contact most outsiders have with Transport for London other than by
New Johnston Medium 12/14pt 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
Paragraph space: 1 line aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Aligned left Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie
Colour: Black 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
Body copy delenit augue duis dolore te feugait nulla facilisi.
New Johnston Book 12/14pt Yours faithfully
Paragraph space: 1 line
Aligned left
Colour: black
Name Surname
Job Title London Underground Limited
Email: name@tube.tfl.gov.uk trading as London Underground
whose registered office is
Direct line: 020 1234 5678 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
MAYOR OF LONDON authority is Transport for London.
 London Underground corporate identity - Stationery standards
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.
2.3
30 30
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
Body copy ex ea commodo consequat.
New Johnston Book 12/14pt 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
Paragraph space: 1 line odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait.
Aligned left 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
Colour: Black 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 12 5 52
Specification
15
for print Transport for London
London Underground
Size 210 x 99 Transport for London Roundel
New Johnston Book 11pt Width: 21mm
The example opposite
Aligned left Colour: Pantone 485
shows the layout for Colour: Pantone 485 Pantone 072
Business Unit
LU pre-printed Department name
London Underground
compliment slips. 55 Broadway
New Johnston Medium London SW1H 0BD

Artwork for print can 20pt Phone 020 1234 5678

Fax 020 1234 5678
Aligned left MAYOR OF LONDON www.tfl.gov.uk/tube
be obtained from TfL
Colour: Pantone 072 10
Corporate Design.
Please note Mayor of London Business unit
all measurements New Johnston Bold 14pt New Johnston Medium 10/12pt
Aligned left Aligned left
are in mm. Colour: Pantone 072
Colour: Pantone 072
Paper: 100gsm Pantone 485 PAD symbol Department & address
Pure Radiant Colour: Pantone 072 New Johnston Book
(white) Wove 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
7 21
Specification
8
for print Transport for London

Size 86 x 55 Transport for London London Underground

Roundel
New Johnston Book 9/13pt 24 Width: 15
The example opposite Aligned left Name Surname MCIT Colour: Pantone 485
shows the layout for Colour: Pantone 485 Job title Pantone 072
all LU business cards. London Underground
Phone 020 1234 5678 Name
Information is printed New Johnston Medium 12/13pt
Mobile 020 1234 5678 New Johnston Medium 13/14pt
on both sides. Aligned left Aligned left
Colour: Pantone 072 Email name@tube.tfl.gov.uk
Colour: Pantone 072
Artwork for print can
be obtained from TfL Qualification letters (optional)
Corporate Design. New Johnston Light 13/14pt
Colour: Pantone 072
Please note Title, phone number and email
all measurements Kilburn
New Johnston Book 12/14pt
Brondesbury Chalk Farm
are in mm. Park

Kensal Rise Brondesbury

West
Hampstead 200m

Finchley Road
Camden Town
Camden
Road
Caledonian
Road Caledonian
Road &
Barnsbury Canonbury
Hac
Cen
Aligned left
sal Green
een's Park
Swiss Cottage
St. John's Wood
Mornington
Crescent King's Cross
Highbury &
Islington
Dalston
Kingsland
Colour: Pantone 072
Paper: 350gsm Maida Vale
Paddington
Edgware Baker
Great
Portland Euston
Street
St. Pancras

Angel
Road Street

Fine Ridge White Reverse side Warren Street Euston

Farringdon Old Street Bethnal
Paddington Edgware Marylebone Barbican Green
Square
Road Euston 200m Liverpool
Street
Bayswater Regent's Goodge Russell
Park Street Square Shoreditch
Moorgate
Holland Lancaster Bond Oxford
Park Queensway Gate Street Circus Holborn
St
Aldgate
epherd's Notting Marble Tottenham Chancery St. Paul's East White
Bush Hill Gate Arch Court Road Lane
Bank Aldgate
Covent Garden
High Street Hyde Park Green Park
Kensington Cannon Street Shadw
Kensington Corner Leicester
(Olympia) Piccadilly Square Mansion
Circus House Monument L
Knightsbridge Tower
Charing Hill
Cross Fenchurch Street 150m Tower
arons Gloucester Blackfriars Gateway Wapp
Court Road Sloane St. James's
Square Park River Thames
Temple Rotherhithe
London Bridge
West Earl's South Victoria Westminster Embankment
Charing Cross 100m
sington Court Kensington Bermondsey Canada
Water
ompton
Waterloo
oadway
Pimlico Surrey Quays
 London Underground corporate identity - Stationery standards 2.6
30 27 60 27 52

Fax cover 15
Transport for London
sheet New Johnston Book 11/20pt Transport for London
Roundel
London Underground Width: 21mm
Aligned left 25 Colour: Black
Template
London Underground Fax cover sheet

Size 210 x 297 New Johnston Medium 20/20pt 17

To: [Recipient’s name] From: [Sender’s name] Fax headings
Aligned left
Company: [Company name] Return fax no: 000 0000 0000 New Johnston Book Bold
All faxes must be set Fax cover sheet Fax no: [Fax number] Phone no: 000 0000 0000 10/22pt
using the LU fax New Johnston Book Bold 13pt 50 No of pages: [No of pages] Date: 1 January 2003
Aligned left
cover sheet template Subject title/department Colour: Black
and printed directly New Johnston Medium 12/14pt Fax information
Subject title
from the desktop. Paragraph space: 1 line [Body text] New Johnston Book
Aligned left 12/22pt
Please note all Aligned left
measurements Body text
New Johnston Book 12/14pt Colour: Black
are in mm. Paragraph space: 1 line Name Surname

Aligned left
Job Title
Email: name@tube.tfl.gov.uk
PAD symbol
Colour: Black
Name Surname/email/
direct line Business Unit
New Johnston Book 12/14pt New Johnston Medium
Aligned left 10/12pt
Legal (see individual letterheads Aligned left
for details) Colour: Black
New Johnston Book 8/9pt Department and address
Aligned left New Johnston Book
Mayor of London Business Unit
10/12pt (except Phone no)
London Underground Limited trading as London Underground

New Johnston Bold 14pt

whose registered office is 55 Broadway, London SW1H 0BD
Registered in England and Wales
Department name Paragraph space: 10/18pt
Company number 1900907 55 Broadway

Aligned left
London Underground Limited is a company controlled by a local
authority within the meaning of Part V Local Government and
London SW1H 0BD Aligned left
Housing Act 1989. The controlling authority is Transport for London. Phone 020 1234 5678
Fax 020 1234 5678
Colour: Black
MAYOR OF LONDON www.tfl.gov.uk/tube

10 Phone no: 12/18pt

 London Underground corporate identity - Stationery standards 2.7
30 20 52

Memo 15
Transport for London
London Underground
Template Transport for London 26 Roundel
New Johnston Book 11/20pt Width: 21mm
To: [Recipient’s name]
Size 210 x 297 Aligned left From: [Sender’s name] Colour: Black
All memos must be London Underground Our ref: [Reference]
Your ref: [Reference]
set using the LU New Johnston Medium 20/20pt 75
Phone: [Phone number]
Aligned left
memo template and Date: 1 January 2002

printed directly from Memo field headings

New Johnston Book Bold 10/22pt Subject title
the desktop.
Aligned left [Body text]

Please note all Colour: Black

measurements Memo information
are in mm. New Johnston Book 12/22pt
Aligned left PAD symbol
For Memo Colour: Black Colour: Black
continuation sheet Subject title
please see New Johnston Medium 12/20pt Name Surname
specifications for Aligned left Job Title
Email: name@tube.tfl.gov.uk
letterhead Body text
continuation sheet New Johnston Book 12/14pt
on page 2.3. Paragraph space: 1 line
Aligned left
London Underground Limited
trading as London Underground
Mayor of London whose registered office is
55 Broadway
Legal (see individual
London SW1H 0BD
New Johnston Bold 14pt Registered in England and Wales
letterheads for details)
Company number 1900907
Aligned left London Underground Limited is New Johnston Book 8/9pt
a company controlled by a local
authority within the meaning of
Part V Local Government and
Aligned left
Housing Act 1989. The controlling
MAYOR OF LONDON authority is Transport for London.

10
 London Underground corporate identity - Stationery standards 2.8

30 30
Roundel
Press 24 Width: 21mm
information Transport for London Colour: Pantone 485
London Underground
Pantone 072
Specification 53
Press information title
for print New Johnston Medium 40pt
Size C4 220 x 305 Aligned left
20
Press information Colour: White
8
This design is for all Coloured strip
LU information packs. Colour: Pantone 072
The size allows for 74
5
holding A4 documents. 14
The pocket should
n Department
have a capacity Londo ground
Under New Johnston Medium
of 5mm. Press O
ffice 10/12pt
dway
55 Broa
Lo nd on SW1H
0BD

020 12
34 5678 Aligned left
Please note Phone 1234 5678
Fax 020
.gov.uk/
tube
Colour: Pantone 072
www.tfl

all measurements
are in mm.

MAYOR OF LONDON
Address
20 New Johnston Book
Transport for London Business Unit
New Johnston Book 11/20pt New Johnston Medium 10/12pt (except Phone no)
Aligned left 21/21pt Paragraph space: 6pt
Aligned left Aligned left
London Underground Phone 12/18pt
New Johnston Medium 20/20pt Colour: Pantone 072
Colour: Pantone 072
Aligned left Mayor of London Folder inside Roundel Height of pocket: 115
New Johnston Bold 14pt Colour: 10% Width: 21mm
Aligned left Pantone 485 Colour: Pantone 485
Colour: Pantone 072 (optional) Pantone 072
Pantone 485
 London Underground corporate identity - Stationery standards 2.9

Envelopes Transport for London

New Johnston Book
10/16pt
Specification Aligned left
Colour: Pantone 485
Size C4 325 x 230
C5 225 x 160 London Underground
DL 220 x 110 New Johnston Medium
15/16pt
Envelopes can be Transport for London
London Underground Aligned left
ordered in the same Colour: Pantone 072
paper stock as the
John Smith
letterheads, Transport for London
Windsor House
continuation sheets 42-50 Victoria Street
London 15 118 15
and compliments SW1H 0TL

slips. MAYOR OF LONDON 12

Transport for London

Please note London Underground

all measurements 30
are in mm. John Smith
Transport for London 95
Windsor House
42-50 Victoria Street
London
SW1H 0TL

MAYOR OF LONDON
12
John Smith
Transport for London
Windsor House
42-50 Victoria Street
London
SW1H 0TL
Mayor of London Name & address Roundel
New Johnston Bold New Johnston Book Width: 19mm
13pt 12/14pt Colour: Pantone 485
Aligned left Aligned left Pantone 072
Colour: Pantone 072
Pantone 485
 London Underground corporate identity - Stationery standards 3

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
 3.1

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Issue 1 February 2003

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