The People Mover by Trey Ratcliff (CC)
(The following article was originally published on Marketing Magazine’s blog. Since the original publishing coincided with The London Underground’s 150 anniversary, the broader theoretical aspect was cut out to turn this into a post about the Tube map alone. I’m publishing an uncut version here for your interest)
In 1931, a part-time engineer draftsman sat in the offices of the London Underground. Like designers of all periods, he was working after hours on a pet project. That project turned out to be with one of the most revolutionary information design concepts in history.
As most of you have guessed – the design in question is the London Underground map. The engineer turned design-legend was Harry Beck. An amusing/alarming fact is that it took about a year for “The Suits” to agree and trial Beck’s radical, uncomissioned, concept. It was another year before it was published on a mass scale. The rest is history. Beck’s map became the blueprint for public transportation maps worldwide and Beck himself spent the next 30 years tweaking his map to near-perfection. He was paid 5 guineas for his map – the equivalent of about £144 in today’s money.
Some things never change, indeed.
Train maps were a popular giveaway with newspapers at the beginning of the twentieth century, and looking at some historical maps will quickly reveal the scale of Beck’s conceptual breakthrough. Navigating the increasingly intricate London Underground network was a design problem. It was waiting for the right solution for decades. Like many major design problems, it was born at the intersection of social change, technological advancements and rapid expansions in commerce.
It seems 1930s spam was much better than what we get nowadays. Tube maps lived side by side with poster campaigns exalting the many benefits of travelling by underground, many displaying levels of craft rarely seen in today’s graphic design. Maps were often given away for free with the evening papers to encourage the public to ride by train. They were a marketing application, a touchpoint – part of a campaign. “Swift and sure” exclaimed a logo tag-line on a 1908 version. Like most key touchpoints, maps weren’t single sided propaganda that shouted at the audience; they were useful brand utilities. These maps were a tool to help guide the audience in a modern world of ever more complex urban living. A part of a more complex meaning system.
About Uri Baruchin
Uri is an international marketing strategist based in London, working as Strategy Director for The Partners, a leading UK brand strategy, design and innovation agency. He is an associate lecturer at the London College of Communications' MA in Graphic Branding and Identity and active in the Hebrew digital scene.
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