When you think of London, one of the first images that comes to mind is probably the Tube: its unmistakable roundel, the bold Helvetica typeface, and the instantly recognisable map that guides millions of commuters every day. Transport for London (TfL) has built a brand that is not just functional, but iconic, seamlessly combining design, clarity, and trust.

So, what can suppliers to agents learn from a transport system? More than you might expect. Whether you provide software, legal services, or marketing tools, there are lessons in creating a brand that is instantly recognisable, reliable, and trusted by its audience.

1. Consistency is Everything

TfL’s branding is uniform across stations, signage, apps, and campaigns. The colours, typography, and visual language are consistent everywhere, creating a sense of reliability and professionalism.

Takeaway for suppliers: Ensure your branding—logos, emails, website, and social posts—is consistent. Agents should be able to recognise your company instantly, whether they see your ad on a website, read a newsletter, or receive an email. Consistency builds trust.

2. Clear Communication Simplifies the Experience

The Tube map and station signage are world-famous for one reason: they communicate complex information clearly and simply. Even first-time users can navigate it with confidence.

Takeaway: Make your messaging and product easy to understand. Avoid jargon, simplify your demos, and create guides that help agents use your services without confusion. A clear experience improves engagement and satisfaction.

3. Build Trust Through Reliability

Every commuter relies on TfL to get them where they need to go. Even small disruptions are communicated clearly through apps, websites, and social media. The brand is synonymous with dependability.

Takeaway: Reliability matters. Whether it’s timely support, accurate information, or dependable software, make sure agents know they can count on you. Transparent communication strengthens client relationships and loyalty.

4. Use Design to Stand Out

The London Underground’s map, roundel, and signage are instantly recognisable worldwide—not because they are flashy, but because they are clearly designed and consistent. It’s a lesson in standing out while staying functional.

Takeaway: Invest in professional, thoughtful design for your marketing materials, website, and content. Even simple design choices—colour palette, typography, layout—can make your brand memorable in a crowded market.

5. Adapt While Staying True to Your Core Identity

TfL constantly updates its services, apps, and campaigns to meet modern needs, yet the core brand—trustworthy, clear, London-focused—remains the same.

Takeaway: Evolve with your market, but don’t lose your brand identity. Whether introducing new tools, content, or services, maintain a coherent look, feel, and tone. Agents should always recognise your company as the same reliable partner.

6. Make Every Touchpoint Count

From station posters to social media alerts, TfL ensures every interaction reinforces the brand. Each touchpoint is an opportunity to educate, inform, or reassure users.

Takeaway: Think holistically about the client journey. Every email, newsletter, article, or call is a chance to reinforce your brand values and build trust with agents. Omnichannel consistency amplifies your authority and presence.

Bringing It Together

Transport for London shows that strong branding isn’t about being flashy—it’s about being consistent, clear, and reliable. Suppliers can learn from TfL by ensuring every interaction with agents reinforces their brand, builds trust, and makes their services easy to understand and use.

At Angels Media, we help suppliers create memorable, consistent campaigns across banner advertising, newsletters, sponsored content, social media, and also design! —so your brand becomes as instantly recognisable and trusted as the London Underground.

Get in touch today at lee@angelsmedia.co.uk or call 020 8663 4989 to start building a brand agents will remember.