How come the Mayor of London gets to advertise himself at taxpayer expense? I was wondering this as I spotted yet another ‘public service’ poster on London’s tube. These posters seem to become more frequent as the service declines. And their tone is increasingly hectoring with one spotted today reading: ‘Don’t take it out on our staff’. In light of rip-off pricing, a more appropriate mantra might be ‘Don’t take it out on the taxpayer’. So ubiquitous are these public service ads that TfL has created an entire design booklet that runs to 62 pages.
On page 12 you can read the specifications for Ken’s ads:
On all advertising and public service information, the Mayoral endorsement should be displayed in a fixed proportion to the roundel as shown.
Size
The capital-letter height of the ‘MAYOR OF LONDON’ logotype should measure the same as the depth of the roundel bar. It is to be displayed in New Johnston Bold, all upper case.Position
The capital letter height of the Mayor’s endorsement should be aligned vertically with the roundel. Horizontally, the minimum distance between the Mayor’s endorsement and the roundel is equal to half the width of the roundel, measured across its bar. Ideally it should be greater than this and the Mayor’s endorsement should be ranged left with the left hand margin of any layout.Colour
The Mayor’s endorsement should appear in Corporate blue except for the last two letters ‘ON’. These use either Corporate red (TfL and its direct subsidiaries) or the roundel ring colour of the individual business units. With single colour professional outputs the ‘ON’ is to be reproduced at a 50% tint. When reversed out of a dark background the ‘ON’ is to be in an appropriate second colour.