London Underground map and Tube signs set to go global

The Underground map and the signage at the stations plus other well-known Transport for London designs will now be taken to the worldwide licensing market.

3. London. Lefteris Pitarakis / AP

Recognised worldwide, the famous London Underground map and round Tube station sign designs are set for the global licensing market.

Transport for London (TfL), the owner of the symbols, announced today its plans to expand the reach of its brand licensing programme, which currently covers domestic use.

Following a competitive tendering process, TfL has signed a five-year deal with the TSBA Group, which also works with Shell, the British Museum and the UK sportscar maker TVR among others. Terms of the deal were not disclosed.

“The appointment, structured on a commissioned-based framework, will generate funds for TfL to invest in delivering a modern and affordable transport network for the millions of people who rely on it every day,” TfL said.

TfL and TSBA will develop a new brand licensing strategy to launch to the market this month. “This will ensure the integrity of the TfL brand is maintained while inspiring new partnerships and products across the globe,” TfL said.

“London has always been a global city rich in heritage and innovation and we are proud that our brand has become synonymous with that story,” said David Ellis, the head of IPR development for TfL . “Our partnership with TSBA provides us with the expertise to re-align and expand our licensing programme and keep pace with the global market to generate new revenue to reinvest in transport.”

Ian Mallalue, the TSBA chief executive, said TfL has “a fantastic design heritage, with instantly recognisable and loved logos, art and vehicles”.

“These amazing pieces of design … touch every part of Britain’s capital, and are intertwined with its rich history and exciting future,” he said. “This incredible familiarity, love and iconic status provides us with an opportunity to present London to the world using world-class British design … while maximising opportunities abroad.”

TSBA will be paid through a percentage of royalties from licensing deals they negotiate rather than from payment from TfL and the licensing programme is set to be launched at this year’s Licensing Expo in Las Vegas, 23-25 May.

Also in the pipeline are a range that will include fashion, homeware and publishing, toys, games and giftware that feature the designs.

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