A look at London Transport's early advertising posters

In 1933, the London Passenger Transport Board (LPTB) took over control of all public transport – including the Underground, buses and trams – in central London and the country areas within a radius of approximately 30 miles. A new logo design for LPTB was introduced but was doomed to immediate failure. The faithful ‘roundel’, widely adopted in the 1920s and still used today, was re-adopted within a few months of being dropped. It is this point that adds a little spice to the history of London’s transport network. What if, in 1933, the Board had stubbornly decided to retain the new LPTB logo in favour of the well-established roundel?

The ‘UNDERGROUND’ logo was used extensively in publicity as too was the roundel, increasingly from the 1920s, that reflected station name signage. The London General Omnibus Company (LGOC) had also adopted a version of the roundel and cast it into the radiators of their buses, before the LGOC also became part of London Transport in 1933.   

Frank Pick, the Chief Executive of London Transport, was the visionary driving force behind London Transport’s brand identity, until his death in 1941. He believed in the power of useful design, encapsulated in words among his jottings - Beauty, Utility, Goodness, Truth, Immortality, Perfection, Righteousness and Wisdom – that were incorporated in a memorial artwork to him at Piccadilly Circus station. To this end, he ensured that all posters displayed should amount to a veritable art exhibition and an inspiration for the travelling public.   

In my selection I have attempted to demonstrate how these posters not only advertised the formation of the new London Passenger Transport Board, but also showcased the wide variety of artistic styles that reflect contemporary thinking and vogues of the time - for instance the use of vibrant colour that was fashionable during the 1920s and 1930s. With these early advertising posters, the LPTB was trying to reflect change and familiarise the public with the new name for transport in London, with the imaginative use of poster art.

This poster series was designed by Walter Spradbery for London Transport in 1933 and portrayed the artist’s native Essex. A watercolour specialist as well as a poster designer, Spradbery produced 62 posters and eight panels for the Underground and London Transport between 1912 and 1944. In this selection it is interesting to note the four different logos, including the short-lived LPTB logo, highlighting a new beginning of transport in London. The fine detail and depth of colour was a delight to behold for the travelling public

Jean Dupas was a French artist whose posters and panels became very fashionable bringing him many successful commercial commissions from clients in England, France and the USA. He produced six posters for the Underground and London Transport between 1930 and 1933. These two posters make use of the new LPTB logo but use the familiar words “Underground” and “Greenline” perhaps as reassurance to travellers.    

Freda Lingstrom was a hugely successful poster designer in the 1920s for a number of transport companies, including London Transport for whom she produced some 20 commissions. Her posters and booklet covers demonstrated simplicity of style and use of bright colours. Again, Lingstrom uses the new LPTB in this 1933 commission together with text that reaffirms the name of the transport company, already so familiar to the travelling public, during the transition to the new London Transport. 

Roy Meldrum produced two commissions for London Transport in 1933. Once more these posters both create links between the unfamiliar and the familiar. The designs really give a “wow!” feeling and reflect contemporary artistic style with the stark use of diagonals and vivid colours.

When the country gets back to ‘normal’, a visit to the art and posters collection at the Museum Depot has to be a must.  In normal circumstances we run art and posters tours on a regular basis and these are easy to book online. Apart from the 6,000 plus posters, there is an absolute wealth of over 1,000 pieces of original poster artwork to stimulate your interest. In the meantime, you can browse our collection online.