London Underground’s Transformed Roundels: Art, Ads & Events
Transport for London (TfL) has increasingly embraced the practice of creating “alternative roundels,” modifying its iconic station signage for a variety of purposes. What was once a rare occurrence, like Southgate Tube becoming Gareth Southgate Tube or Piccadilly Circus transforming into Picardilly Circus, has become a monthly phenomenon. These changes serve both public interest and commercial objectives, ranging from temporary rebrandings to unique permanent installations.
A primary benefit of alternative roundels is their ability to promote good causes and events. Annually, stations display poppy roundels for Remembrance or rainbow designs for Pride, fostering community spirit. Specific campaigns have celebrated the London Borough of Culture (e.g., Walthamstow’s “Welcome to the Forest”), marked International Women’s Day with suffragette colours, or highlighted new services like the Night Tube. Artistic collaborations also feature prominently, such as Michael Craig-Martin’s design for Southwark, Larry Achiampong’s pan-African colours at Westminster, or the permanent mosaic roundel at Maida Vale. Children have even designed roundels for World Children’s Day, and the network’s 160th anniversary was marked by “Love the Tube” heart roundels.
Commercially, alternative roundels offer significant branding opportunities. Buxton Water pioneered this in 2015 by rebranding Canada Water for the London Marathon, a trend that has expanded considerably. Subsequent examples include Star Trek’s Picardilly Circus, O2’s takeover at Canary Wharf, and extensive PlayStation branding across multiple stations, though some were sparsely seen due to lockdown. While generally well-received, some artistic ventures, like David Hockney’s design for Piccadilly Circus, faced “widespread mockery,” illustrating varied public reception. Other unique examples include “Crowndels” for the King’s Coronation and even punning roundels for constipation medicine. TfL’s map meticulously tracks these diverse and evolving station transformations.
(Source: https://londonist.com/london/maps/a-tube-map-of-alternative-roundels)
