In a city as vast and as fast paced as London, clarity is a necessity. When Transport for London (TfL) launched its unified marketing brand in 2000, it marked more than a visual refresh. It signalled a new era of integrated, user-focused design across every mode of transport - from the tube to bus to bike.

At Maynard, we’ve had the privilege of helping bring that brand to life in the public realm. Over two decades of collaboration, we’ve worked alongside TfL to interpret and implement a consistent design language that makes navigating one of the world’s most complex transport networks feel seamless.

From our founder’s early days as a young industrial designer working on the extension of the Jubilee Line, under the leadership of Roland Paoletti, and with some of the best talent in British architecture to then being part of a world renowned team creating a line wide identity and set of components for the Elizabeth Line, we’ve had first hand experience in working with this unified brand.

Personally, working on the latter project as a young designer, it gave me a real insight to the background and history of Transport for London. TfL’s commitment to design excellence didn’t begin in 2000, it’s part of a lineage that stretches back over a century. In the early 20th century, Frank Pick, then Managing Director of the Underground Group, laid the foundations for what would become a globally admired transport brand. Pick was a maverick, he was a visionary who believed that design had the power to civilise the city and uplift everyday experience. Under his leadership, the roundel was standardised, the Johnston typeface commissioned, and a philosophy emerged: that everything from architecture to signage should be designed with purpose and clarity. This ethos still underpins TfL’s brand today. The fact that the visual language introduced under Pick remains core to the network’s identity is a testament to the lasting value of strategic design thinking.

As TfL celebrates 25 years of its iconic brand, we reflect on what makes this approach so enduring , and why a commitment to design consistency remains one of the most powerful tools for building trust in public infrastructure.

A masterclass in brand longevity

TfL’s visual identity is built around the iconic roundel, the Johnston typeface, and the now-familiar colour palette. It is one of the most recognisable and respected transport brands in the world. But the success of this brand goes beyond aesthetics.

It’s a story of long-term strategic thinking. Rather than treat each new project or transport mode as a standalone challenge, TfL has committed to a unified, system-wide brand architecture. This has allowed it to evolve without fragmentation - whether introducing the Elizabeth line, modernising the bus network, or expanding active travel schemes.

This level of consistency creates a sense of cohesion across the network. For users, it means confidence: whether you're hopping on the Tube or hiring a cycle, the experience feels connected because it is.

Translating brand into environment

As designers at Maynard when we work on any TfL related project our role has been to translate the brand principles into the built environment station through signage, wayfinding systems, mapping, and passenger information.

This requires more than applying logos or fonts. It means understanding the behavioural context of public space. It’s about how people move, how they absorb information, and how design can reduce friction at every stage of a journey. Whether working on accessibility signage at station level or designing wayfinding for new infrastructure like the Elizabeth line, our goal is always the same: make the system intelligible and inclusive.

Working within TfL’s brand framework has enabled us to deliver clarity and consistency, while still allowing space for innovation. The strength of the brand gives each new project a solid foundation and one that passengers already trust.

Designing for public trust

In the world of transport, reliability is everything, and branding plays a quiet but critical role in shaping that perception. A well-maintained, consistently applied visual system helps reinforce the idea that the network is connected, dependable, and designed with people in mind.

This is especially important in times of change. Whether adapting to new technologies, growing ridership, or shifting social behaviours, a strong design system acts as a stabilising force. It helps people feel oriented, even when the system itself evolves.

For TfL, brand consistency hasn’t meant rigidity. It’s enabled agility and the ability to introduce new modes or refresh services without confusing passengers or diluting identity. That’s a lesson many transport bodies around the world are still learning.

Lessons beyond London

TfL’s brand is more than a case study in visual design, it’s a model of strategic integration between branding, wayfinding, architecture, and service delivery. For other cities and transport operators, the takeaway is clear: Design isn’t a final touch - it’s foundational.

At Maynard, we’ve seen first-hand the power of consistent, system-led design to enhance public experience, encourage sustainable travel, and build long-term civic trust. As TfL marks 25 years of its unified brand, we’re proud to have played a part in that journey, and excited to help shape what comes next.

Want to learn more about our work with TfL or how design can help unify complex infrastructure? Get in touch with our team - we’d love to continue the conversation.

Read more about 25 years of TfL innovations here

Words by Helen Garley, Design Associate
Elizabeth Line photography, Ruth Ward