How language helps shape feelings on the Tube

It isn’t in a standard format.

It isn’t placed in a standard position.

I’m not sure it’s even an official London Underground poster.

And I like it.

“Self”? “Other”?

My bubble of isolation was popped by just two words.

Verbal Identity looks at great copywriting And a human story made me realise that all the people around me are… people. Everyone has their own story. Everyone is using the Tube as part of that story.

Suddenly, the Tube doesn’t seem to belong to London Underground. It feels like it belongs to all of us.

And when we all feel ownership, we all start taking responsibility.


PS Do you think it’s an official poster? Perhaps you know who wrote it? Let me know…