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Under The Ground 10: The Shape Of Things

November 25, 2010

There are few more aesthetically pleasing objects than the London Underground brand. The simply perfect, and perfectly simple logo, created in an age when logos didn’t really exist. The beautiful typeface on all the station names and Underground signs. The wonderful topographical map, which invites me on a speculative journey every time I look at it – the only drawback of all the extra mobility offered by the ever-growing array of new lines is that they spoil the delicious nostalgia of the original diagram. The station names, evocative of wartime conditions or Swinging London – pick an era of your choice. The thing is, such a triumph of branding should be followed up by a brilliant customer experience. It’s not. Somehow this doesn’t matter. I love the look, I tolerate the actuality. Please don’t let them change it. You see, I used to like those BBC balloons as well …

From → Under The Ground

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