London River Services - Branding

Branding

The public presentation of London River Services is visually associated with existing TfL design standards, using identical graphic design elements to those used on London Underground publicity, signage and other elements, drawing on the design heritage of Harry Beck.

The London River Services brand is a sub-brand of TfL which uses the familiar Tube roundel, originally devised for London Underground and now established as the corporate branding for all TfL services. The River Services roundel is a dark blue bar (Pantone 072) on pale blue circle (Pantone 299).

Corporate signage, stationery and literature all use the New Johnston typeface in common with other TfL services.

LRS publishes diagrammatic river maps in the tradition of Harry Beck's iconic Tube map. Tube maps published by TfL since 2000 denote river interchange stations with a boat symbol.