The distinctive design, of a solid red circle and blue bar, enabled the station name to be easily identified.

In 1935 the bus stop 'flag' was redesigned and simplified by Hans Schleger to include the roundel outline; the design has remained broadly the same since.

The austerity of the period caused the authority to seek ways to reduce their manufacturing and maintenance costs; this led to new simplified designs.

[5] In 1966 Bryce Beaumont became publicity officer and following his appointment a central marketing department was established.

[6] These changes led to an increased use of external agencies for publicity work, including the 1979 "Fly the Tube" campaign by Foote, Cone and Belding.

The new organisation has continued the use of the roundel as its own logo and has extended its application to all areas of operation, including the Docklands Light Railway, Tramlink, taxis, and streets management.