The new TfL licensing agency will help further expand how London’s iconic tube, bus and map designs are used on branded consumer goods within the UK and overseas.

Photo: Eleanor Bentall

Transport for London (TfL) has announced the launch of the tender for its Brand Licensing and Development contract.

The contract duration will initially be for three years, with the option to extend for a further two years on a yearly basis. The selected licensing agency will help TfL go further with its plans to bring London’s iconic transport provider to the world via exciting brand partnerships and products.

TfL’s instantly recognisable map and roundels are admired across the world for their simple and effective style and come with a long heritage dating back to the mid-1800s. The roundel is known globally and seen by many as synonymous with London and the UK. Harry Beck’s Underground map was first created in 1933 and paved the way for cities around the world to create similar maps, helping travellers get around more easily.

TfL’s creative assets also include the colourful moquettes that have decorated seats on buses and trains for many years, as well as the extensive poster and photo archive dating back to the early 20th century. The archive contains posters advertising travel to sporting events, tourist attractions and the much-loved art deco styles of the 1920s and ’30s.

Ellen Sankey, TfL’s Brand Licensing manager, said: “We have a wealth of designs and history to draw from and we hope to build on the recognition of our iconic assets, bringing London into the homes of people all over the world.

“Our licensees to date have created a wide-ranging collection of products and items for people of all ages – from trainers to toys, best-selling books to bedding – and we look forward to working with an agency who can continue the great work achieved so far.”

Click here to find out more about TfL’s extensive licensing programme