Hammersmith, by Pat Keely, 1936
- Published by London Transport, 1936
- Printed by Dangerfield Printing Company Ltd,
- Format: Double royal
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/4430
London's transport system
By 1914 the Underground Group ran most of the Tube lines, three tram systems and the main London bus company, the LGOC. The posters publicise all these transport modes. Outside the Underground Group were the Metropolitan Railway and London County Council (LCC) Tramways, which ran separate poster campaigns. All these companies were merged into London Transport (LT) in 1933. The four main line railway companies also used posters to promote their London suburban services. Transport for London (TfL) replaced LT in 2000 with wider responsibility including taxis, streets, river services and some overground rail.
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The Underground has a long tradition of high quality station architecture, and has consciously promoted its best new environmental design through posters since the 1920s. More than 50 pre-war stations, including many designed by Charles Holden, are now listed buildings. New developments, station modernisation and openings, artistic decorative schemes and special exhibitions at stations such as Charing Cross (Embankment), which had its own display gallery until the 1960s, have all been featured in posters
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Giving passengers useful information to help them on their journey has always been a major purpose of posters. The least successful are those that are difficult to read because they rely on too much text or have a confusing layout. To convey an important message quickly a poster should be concise and use a strong visual image but few words. Most London Transport posters are models of clarity but in the 1950s in particular the copywriter seemed to take precedence over the artist and the results often look as cluttered and wordy as Victorian posters with no illustrations had once done.
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