We are all equals in tube and bus, but not equally popular, by William Kerridge Haselden, 1920
- Published by Underground Electric Railway Company Ltd, 1920
- Printed by Dangerfield Printing Company Ltd,
- Format: Double royal
- Stylistic approach: Cartoon
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/884
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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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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The experience of using the Underground has changed in many respects over the last century, but some aspects of Tube travel are constant. Peak hours have always been crowded and moving large numbers of people under the city has always been a challenge. The Underground has often used posters and car cards to discourage anti-social behaviour and promote courtesy and good travel manners. In reality the ideal passenger of Lunt Roberts' 1927 poster whose 'fair average conduct helps the service' probably never existed.
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