Sworders
Lot 491
'SHEPHERD'S BUSH', a London Underground enamel roundel, with bronze mount, the sign has been attached to backing board for wall mounting,50 x 61.5cmThe London Transport roundel has become one of the most recognised and imitated logos in the world and its original design is over 100 years old, first appearing on Underground station platforms in 1908. The bar and circle, as it became known, comprised a solid red enamel disc and horizontal blue bar. These early roundels, framed with timber mouldings, were introduced as station nameboards. The new device gave prominence to the name of the station and helped passengers distinguish it from surrounding commercial advertising.In 1915, the Underground’s publicity manager, Frank Pick, commissioned the calligrapher Edward Johnston to design a company typeface. By 1917, the proportions of the roundel had been reworked to suit the new lettering and incorporate the Underground logotype. The solid red disc became a circle, and the new symbol was registered as a trademark. By 1919, Johnston’s standardised roundel symbol was being used on publicity, and it began to appear on station exteriors and platform nameboards from the early 1920s. Around this time, Johnston introduced exact guidelines for the reproduction of the roundel. The proportions of the 'bullseye', as he called it, were re-designed to incorporate the standardised company typeface.Condition report: generally excellent condition
