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“Your next step” ad, London Transport Commercial Advertising

Photo(s) by mikeyashworth. Imported from Flickr on May 17, 2021. Artwork published in
June 1938
.
    “Your next step” ad, London Transport Commercial Advertising
    Source: https://www.flickr.com Uploaded to Flickr by mikeyashworth and tagged with “beton” and “betonlicht”. License: All Rights Reserved.

    London Transport has always relied heavily on income from commercial advertising revenues – monies made by selling advertising space on vehicles, stations and structures. In the 1930s the Commercial Advertising Department were themselves prolific advertisers in relevant trade journals (here in Art & Industry) and issued much publicity themselves. As in keeping with the company’s strong ethos of ‘fitness for purpose’ even humble press adverts have a real sense of style about them as seen here.

    Advertising escalator panel spaces this advert, both graphic and text, plays cleverly on ‘steps’ – steps on the escalator and the advertiser’s next steps. It is thoughtfully set out, typographically, and the graphic captures escalators, passengers looking and a ‘step’. It is by Eckersley-Lombers, the pre-war partnership of designers and artists Tom Eckersley and Eric Lombers who also produced many posters and panel/car posters for LT as well.

    The last line is very fine: The LT roundel symbol and “You can’t get away from it”!

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