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The Roundel and the Corporate Image of LONDON TRANSPORT
Author(s) -
RewseDavies Jeremy
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00419.x
Subject(s) - symbol (formal) , corporate identity , trademark , power (physics) , currency , identity (music) , excellence , logo (programming language) , sociology , business , management , law , aesthetics , art , marketing , political science , computer science , economics , monetary economics , programming language , physics , quantum mechanics
THE CIRCLE WITH A BROAD BAR across its center is a symbol with universal currency. It is London; it is the underground; it is a vast public transportation network. We think of it as the centerpiece of a model corporate identity. But as Jeremy Rewse‐Davies tells it, the history behind this trademark is full of changes, design mishaps, and visual digressions. Interestingly, the power of the logo and related elements continues, not because it is supported by volumes of rules, but because executives and managers continue to promote an enduring yet flexible commitment to design excellence.