Transport for London – ADVERTISING AND SERVICE INFORMATION STANDARD 2020

Description

This standard defines TfL’s branding, design and accessibility rules for advertising, campaigns, customer information and web-based ads. It mandates the exclusive Johnston 100 typeface with prescribed weights and point sizes tied to viewing distance; a ‘clear print’ typographic policy (mixed case, left-ragged or limited centring, no italics, no tracking, limited line lengths); and WCAG contrast ratios (4.5:1 normal, 3:1 large). Mode-specific roundels and a Transport for London logotype with the ‘Every Journey Matters’ strapline are required, with strict usage, placement (roundel bottom-right; Mayor mark bottom-left), exclusion zones, colour and minimum-size rules. Mode/line identity strips, keylines/bleed rules, photography standards (ownership, 300dpi, A3 reproducibility, diversity) and contact/recycling marks for printed material are specified. Guidance covers minimum type sizes for many poster and leaflet formats, third-party and National Rail logo sizing/placement, and use of marks on third-party materials. Web advertising follows print rules (stacked mark where needed); only the TfL roundel is used online. Design templates and support are available from the TfL Graphics team.