As part of its efforts to maximise commercial revenue, Transport for London today announced a five-year deal with leading brand licensing agency TSBA which will see some of London’s most iconic designs available to product makers around the world.
Under the deal, TSBA will develop a new brand strategy which will allow firms to license the London Underground map, TfL’s roundel and the original Routemaster bus for inclusion in their products.
TfL says its partner will work on “a commissioned-based framework” to ensure the tie-up maximises the revenue generated, all of which will be re-invested in the transport network and support Mayor Sadiq Khan’s pledge to continue delivering improvements while freezing fares.
David Ellis, Head of IPR Development for Transport for London said: “London has always been a global city rich in heritage and innovation and we are proud that our brand has become synonymous with that story.
“Our partnership with TSBA provides us with the expertise to re-align and expand our licensing programme and keep pace with the global market to generate new revenue to reinvest in transport.”
Ian Mallalue, TSBA Chief Executive said: “We are honoured to be working with such a globally recognised icon. TfL has a fantastic design heritage, with instantly recognisable and loved logos, art and vehicles.
“These amazing pieces of design such as the London Underground roundel, Tube map, Routemaster Bus and Johnston font touch every part of Britain’s capital, and are intertwined with its rich history and exciting future.
“This incredible familiarity, love and iconic status provides us with an opportunity to present London to the world using world-class British design.
“The team at TfL have already done a fantastic job in building a beautiful, design-led, licensing collection and we look forward to helping them grow their brand in areas such as apparel and homewares, while maximising opportunities abroad.”