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Art of the poster label
Southend-on-Sea, 1925 :
Frank Newbould (1887-1951)
Newbould's breezy style was much in demand with the main line railway companies eager to promote seaside destinations. For a short time the Underground ran through trains to Southend, resulting in this very 'railway-like' design.
'The dominant note of [Newbould's] work is simplified realism, a masterly use of harmonious colour, an irreproachable sense of values, a ruthless elimination of unnecessary detail.'
Austin Cooper, poster designer, 1938
Beyond the city
Leisure travel into the area now known as Greater London (and beyond) was promoted to increase revenue during off-peak periods. For similar commercial reasons, commuters were encouraged to live further out from the city in the new suburbs.
Posters advertising days out by tube, bus or tram, were prominently displayed at station entrances and on the vehicles themselves. They include some of the most attractive and evocative posters produced by the Underground/London Transport.
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Southend was the only seaside resort advertised on the Underground. Electric trains took holiday makers as far as Barking, where mainline steam locomotives took over for the rest of the journey.
Several of the most striking designs were painted by the marine artist Charles Pears. Others, by VL Danvers and Frank Newbould, are very similar to contemporary railway posters for coastal destinations.
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