TSBA Group is on board to support the brand’s London-based symbols.

Transport for London has signed a five-year deal with the TSBA Group to bring its internationally-recognized symbols (like the London Tube map and the roundel logo) to the global licensing market.

TSBA plans to officially launch the TfL licensing program at this year’s Licensing Expo in Las Vegas, May 23-25. The launch will showcase the new style guide, with creative and design direction for key properties including fashion, homewares and publishing, toys, games, and giftware

“London has always been a global city rich in heritage and innovation and we are proud that our brand has become synonymous with that story,” says David Ellis, head of IPR development, TfL. “Our partnership with TSBA provides us with the expertise to re-align and expand our licensing program and keep pace with the global market to generate new revenue to reinvest in transport.”

The partnership will also generate funds for TfL to invest in a modern and affordable transport network for the millions of commuters using its transit system every day with new licensing partnerships and products worldwide. 

“We are honored to be working with such a globally recognized icon,” says Ian Mallalue, chief executive officer, TSBA. “TfL has a fantastic design heritage, with instantly recognizable and loved logos, art and vehicles. These amazing pieces of design such as the London Underground roundel, Tube map, Routemaster Bus and Johnston font touch every part of Britain’s capital, and are intertwined with its rich history and exciting future. This incredible familiarity, love and iconic status provides us with an opportunity to present London to the world using world-class British design. The team at TfL have already done a fantastic job in building a beautiful, design-led, licensing collection and we look forward to helping them grow their brand in areas such as apparel and homewares, while maximizing opportunities abroad.”