Transport for London – ADVERTISING AND SERVICE INFORMATION STANDARD 2020

Description

This 38-page document, “Advertising and service information standard, Issue 17,” published by Transport for London (TfL) in January 2020 and endorsed by the Mayor of London, serves as the definitive guide for all TfL-related visual communications. It comprehensively outlines design standards for both printed materials—such as posters and leaflets—and web-based advertising. The standard covers critical branding elements including the exclusive Johnston 100 typeface, iconic roundels, official logotypes, and a detailed colour palette for all transport modes and Underground lines. Emphasizing accessibility, it incorporates a ‘clear print’ strategy developed in consultation with the RNIB, with strict guidelines on text legibility, contrast, and photographic policy. Richly illustrated with visual examples, this authoritative resource ensures consistency, clarity, and the preservation of TfL’s distinctive brand identity across all internal and approved third-party outputs.