DLR -Transport for London


With the London Olympics in 2012, part of the city’s transport system is undergoing a major upgrade in order to cope with the vast number of additional visitors. To make people aware of this, Transport for London commissioned a series of adverts focusing on upgrade work carried out on one of the lines – the DLR. 

The adverts convey two messages; the line is being extended and trains will be enhanced from two to three carriages. Strong, vibrant colours and simple shapes are used to reflect objects associated with underground trains, e.g. wheels, seats, even the carriages themselves. The message of ‘three’ is memorably communicated in the headline and by using three of each shape.