In 2000, London transport faced serious problems. Roads were congested, air quality was poor, deaths and serious injuries on the roads were high, and customer experience on public transport was decidedly mixed.
All this was underpinned by a serious brand challenge. Despite a famous design history, London’s public transport didn't sit under a single brand, but a disparate range of names with unclear values and fragmented communications.
Transport for London was created to transform experience and overhaul perceptions. Unified for the first time under one strong brand, we would tackle these negatives and turn around London’s transport challenges.
And in the subsequent 20 years, we have achieved a remarkable turnaround.
Our air quality and mode switch work has helped make a success of the congestion charge and Ultra Low Emission Zone, driving down car usage and making our air cleaner.
From fare freezes to Oyster Card, our pricing activity has created a network of unprecedented affordability.
Alongside initiatives like the Baby on Board badge and education around better behaviour...
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