London Bus Information Team – LONDON BUS INFORMATION SYSTEM 1993

Description

The London Bus Information System project (1991–94) aimed to make London’s 5,000‑bus network clearer and more attractive—especially to non‑users—while staying low‑cost and resilient to deregulation. Fitch and Define’s phased research segmented users as “lovers,” targeted “pragmatists” and “phobics.” Recommendations across stops, mapping, posters, handbooks, timetables, in‑bus and exterior information created a unified visual identity (red bar, New Johnston typeface, roundel), named stops, directional signage, redesigned E‑plates, pass‑zone displays and expanded Countdown. Penrose‑style maps with grid/index and “You are here,” local posters and redesigned guides tested well. Timetables were simplified (full for low‑frequency routes, summaries for high‑frequency) and in‑bus panels with route diagrams were recommended; impractical ideas (phones, ticket machines, taped audio at stops) were rejected. A phased implementation with database mapping was planned. The document also provides comprehensive timetables and stop‑by‑stop schedules for multiple routes (notably route 54), frequencies, key stops, service notes (including Christmas arrangements and no service on Christmas Day), fare and interchange details, and 24‑hour enquiries: 071 222 1234.