Bond Street "temporary rebrand"

[Turtle]

Except it isn’t, as this thread shows. Neither are acceptable, but in many cases the ‘St. Pancake’ example is worse because it is a fictional station and it is appearing on screens which are primarily used to find trains to a particular destination. Those with dyslexia or whose first language isn’t English do struggle with these fictional names.

Conversely, whilst Bond Street is a problem it is for different reasons. When travelling to the station all other information (other stations, on-train maps and signage and audiovisual announcements) still refer to Bond Street. The issue comes either after alighting for confirmation of the correct destination or when trying to find the station - particularly somewhere like Oxford Street where it’s entirely reasonable to have a ‘funnied’ roundel that could easily be some kind of shop or other tourist attraction.

Both are bad. Both need to stop. It’s unlikely that anything can be done under the various equality/disability legislations (particularly as the LU and XR parts are governed by different rules) but it does seem that there is finally enough of a furore that people are waking up, rather than the usual praise (as highlighted above).

Ultimately, you can’t support St. Pancakes whilst condemning Burberry Street - neither should be happening.

Agreed. This is definitely an own goal. Someone didn't think it through for all the reasons other posters have mentioned.

 

[Thirteen]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

 

[rebmcr]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

This seems like a deliberately reductive statement, and I don't believe you're arguing in good faith.

 

[thomalex]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

Of course they can do this. It’s just there are other ways to go about it than a total rebrand of the station to a different name.

 

[BJames]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

Do you think this full rebrand was a good idea?

They could easily have done this 'halfway' and rebranded some of the roundels, as they do semi-frequently, but not fully changed the line diagrams and removed any and all instances of the word 'Bond Street' from the station called Bond Street.

 

[Thirteen]

Do you think this full rebrand was a good idea?

Personally, it's not a good campaign because it's a bit bland whereas the Star Trek and PS5 ones were clever but the idea that TfL shouldn't be allowed to partner with brands is silly.

 

[Trainguy34]

Personally, it's not a good campaign because it's a bit bland whereas the Star Trek and PS5 ones were clever but the idea that TfL shouldn't be allowed to partner with brands is silly.

In my eyes, as long as its not hindering people's journeys very much (if at all!) it's OK. Even just a "Bond Street - The home of Burberry" would be fine.

 

[Horizon22]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

They sure do, and TfL will have to do more marketing initiatives like this given their core funding is being pulled.

However this has
a) ripped out the core signage,
b) changed half the name
c) isn’t a ‘pun’
d) is universal across every roundel
e) confusing for tourists which form a high % of passenger numbers at this station

It appears to be a step too far. The idea is fine but not well executed.

== Doublepost prevention - post automatically merged: 16 Sep 2023 ==

but the idea that TfL shouldn't be allowed to partner with brands is silly.

Who’s said that?

 

[iphone76]

Interesting that the station has been closed for the past few hours (certainly on the Elizabeth Line), due to a fire alarm sounding.

On my first trip today, I did let the passengers know that the correct name for the station was Bond Street. Then for my last two trips I had to tell them that we wouldn't be stopping there.

 

[317 forever]

Temporary names like this could be applied next Easter Monday.

 

[Mountain Man]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

Please quote who made any comments remotely close to that......

 

[185]

Utterly stupid and I wish tfl face some form of penalty or prosecution for this stupidity to stop it happening in future. This is what happens when some dope manager in an office that does not understand passengers and the real world outside is allowed to run our nation's transport.

Reminds me of the TfGM disastrous re-recorded announcements on Manchester's trams. "Next Stop, Idiot Campoos". (Mancini)

 

[stuu]

Personally, it's not a good campaign because it's a bit bland whereas the Star Trek and PS5 ones were clever but the idea that TfL shouldn't be allowed to partner with brands is silly.

Of course they should, that's absolutely fine. But it should have been Burberry Bond Street, or Bond St by Burberry or something. Not something which totally replaces the existing name and also sounds like a very plausible station name

 

[steeevooo]

Asking as I don't know - when TfL have renamed Canada Water station on London Marathon days (I recall Buxton Water being used at least once), has this been to the extent seen here, or just been the odd roundel here and there?

 

[Sunil_P]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

Never heard of ULEZ??

 

[bluegoblin7]

Asking as I don't know - when TfL have renamed Canada Water station on London Marathon days (I recall Buxton Water being used at least once), has this been to the extent seen here, or just been the odd roundel here and there?

Same extent, but with a few days’ forewarning and the PIDs across the station all explained the change as a mitigation.

Not better, but certainly more contained.

== Doublepost prevention - post automatically merged: 16 Sep 2023 ==

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

I’m all for brand activations on the Tube - there’s lots of very clever and unique ways they can be done that will generate just as much revenue without the operational challenges. Bond Street could have been executed with recoloured roundels and a hashtag in the circle along similar lines to the Night Tube launch campaign, or a number of trains could have been wrapped in Burberry designs.

I’d much prefer, however, for TfL to be properly funded in the first place. The clue is in the name: public transport.

 

[Sad Sprinter]

That, like putting wrong "joke" names on the PIS, is incredibly stupid and irresponsible. The Tube is heavily used by tourists and they will be confused by this.

I agree, it's the kind of late 90s humour Virgin Trains would have loved.

 

[Deepgreen]

The whole advertising re-branding trend is beyond grim. I worked for LU for 38 years, mostly in station design and planning, and this grates horribly with me. The proud history of the clarity and purity of the information regime on the tube is being destroyed. I'm angry and embarrassed about this.

 

[Sad Sprinter]

The whole advertising re-branding trend is beyond grim. I worked for LU for 38 years, mostly in station design and planning, and this grates horribly with me. The proud history of the clarity and purity of the information regime on the tube is being destroyed. I'm angry and embarrassed about this.

Do you know where this culture has come from?

 

[Deepgreen]

I assume people on here don't want TfL to be earning extra revenue then through brand partnerships?

Not in this way, no! In a responsible and non-disruptive way, perhaps, but proper and secure funding would be preferable.

== Doublepost prevention - post automatically merged: 16 Sep 2023 ==

Do you know where this culture has come from?

I imagine from the gradual weakening of almost all such pure and closely-guarded brands over recent years, coupled with the intense pressure for extra funding (especially post-Covid) seemingly over-riding design principles through ill-considered ventures such as this.

 

[bluegoblin7]

The whole advertising re-branding trend is beyond grim. I worked for LU for 38 years, mostly in station design and planning, and this grates horribly with me. The proud history of the clarity and purity of the information regime on the tube is being destroyed. I'm angry and embarrassed about this.

Presumably you’re angry and embarrassed about Arsenal too?

 

[Deepgreen]

Presumably you’re angry and embarrassed about Arsenal too?

All the re-brandings that weaken the corporate identity and/or potentially confuse passengers make me feel the same!

 

[Purple Train]

If they'd changed every other sign, rather than every sign, it would be OK.

Instead it was thoroughly, thoroughly confusing, to the point of some people neaEly getting overcarried.

My phone unfortunately doesn't want to attach the picture!

 

[43096]

Except it isn’t, as this thread shows. Neither are acceptable, but in many cases the ‘St. Pancake’ example is worse because it is a fictional station and it is appearing on screens which are primarily used to find trains to a particular destination. Those with dyslexia or whose first language isn’t English do struggle with these fictional names.

Conversely, whilst Bond Street is a problem it is for different reasons. When travelling to the station all other information (other stations, on-train maps and signage and audiovisual announcements) still refer to Bond Street. The issue comes either after alighting for confirmation of the correct destination or when trying to find the station - particularly somewhere like Oxford Street where it’s entirely reasonable to have a ‘funnied’ roundel that could easily be some kind of shop or other tourist attraction.

Both are bad. Both need to stop. It’s unlikely that anything can be done under the various equality/disability legislations (particularly as the LU and XR parts are governed by different rules) but it does seem that there is finally enough of a furore that people are waking up, rather than the usual praise (as highlighted above).

Ultimately, you can’t support St. Pancakes whilst condemning Burberry Street - neither should be happening.

Totally agree.

I cannot comprehend how this manages to get signed off - it must need approval at a senior level? All very well for some marketing person to dream this stuff up, but it ought to be being knocked back when it gets to the adults for approval. The problem now is that the genie is out of the bottle and marketing will think they can keep doing this - with a more wacky theme each time.

LU has one of the best brands and wayfinding designs that there is. It is dangerous to move away from it.

 

[ANDREW_D_WEBB]

removed any and all instances of the word 'Bond Street' from the station called Bond Street.

The Jubilee Line platforms still have the Bond Street names in situ on the walls opposite the platform. Great for those who are awaiting a train, less so for those arriving.

The driver on the Jubilee Line today announced the rebranding to passengers, stating it was for London Fashion Week, so only a few more days to go!

 

[YSTrains]

I was at Bond street a few hours ago. The entrance next to the foreign exchange services shop was also rebranded.

 

[Busaholic]

The Jubilee Line platforms still have the Bond Street names in situ on the walls opposite the platform. Great for those who are awaiting a train, less so for those arriving.

The driver on the Jubilee Line today announced the rebranding to passengers, stating it was for London Fashion Week, so only a few more days to go!

TfL sell what remains of their rapidly diminishing soul to the devil, but then we all know The Devil Wears Prada, not Burberry.

 

[Sunil_P]

Presumably you’re angry and embarrassed about Arsenal too?

Gillespie Road still exists!

https://upload.wikimedia.org/wikipe..._tiling.JPG/1280px-Arsenal_station_tiling.JPG

 

[SynthD]

Do you know where this culture has come from?

Funding desperation? The various bailouts have called for new sources of income, so they will do more that isn’t transport.

 

[BJames]

The Jubilee Line platforms still have the Bond Street names in situ on the walls opposite the platform. Great for those who are awaiting a train, less so for those arriving.

The driver on the Jubilee Line today announced the rebranding to passengers, stating it was for London Fashion Week, so only a few more days to go!

Good, that is a useful announcement - staff are clearly aware of this ridiculous confusion.