Transport For London (Tfl): Johnston Centenary Poster

Credits & Description:

Title: Johnston Centenary Poster
Agency: Magpie Studio
Brand: Tfl
Country: United Kingdom
Entrant Company: Magpie Studio, London
Advertising Agency: Magpie Studio, London
Creative Director: David Azurdia (Magpie Studio)
Creative Director: Ben Christie (Magpie Studio)
Client Service Director: Kate Azurdia (Magpie Studio)
Designer: Mike Fischer (Magpie Studio)
Execution:
By using a limited colour palette and a traditional typesetting style, we stayed true to design aesthetic of Johnston's early work for Transport for London. Inspiration was also taken from the information posters common in that era. The copy provided us with an opportunity for wit in the form of a double entendre.
Campaign Description:
Echoing Johnston’s professional approach, we wanted to create something which was ?simple and effortless, but direct in it’s message. The result stays faithful to his legacy, while adding a playful twist on the functionality of his work.
Synopsis:
To celebrate the 100 year anniversary of TfL’s most iconic typeface, Johnston. We were asked to create a limited edition poster for the exhibition ‘The Language of London’.Edward Johnston created a highly legible font that was classic, timeless and ultimately reassuring for the travelling public. 100 years on and London’s commuters are still directed around the capital’s transport system by the work of Edward Johnston.
Strategy:
We had to work within the constraints of the poster dimensions and specifications set out by TfL. We wanted to create something that would honour the long established TfL brand and feel in-keeping, but that would use wit to appeal to the British public and beyond.
Outcome:
The poster was well received by the public, with limited edition signed prints selling out, and TfL e-commerce and pop up shops increasing their poster sales by 50%.All of the exhibition posters celebrating the Johnston Anniversary on the Underground received an audience reach of 3.24 million. The exhibition at KK Outlet ‘The Language of London’ had an audience reach of 2.4 million. There were worldwide tweets talking about the posters and the exhibition.