“Mind the Gap” pop-art style

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The brief was clear, in that the design had to be positive and easy to understand. The aim was to have maximum impact on users, with safety information delivered at the most relevant times of the journey. The operation supports the Mayor of London's "Vision Zero" goal, a systemic action plan aimed initially at ending deaths and serious injuries on the roads, which is now being extended to the public transport network. At the helm is the VCCP advertising agency, which called on Andrew Hudson, a graphic designer renowned for his use of bold colours and bright typography.

As most safety incidents occur when people are distracted or on autopilot, Andrew Hudson chose a traveller’s perspective (such as looking down an escalator or at closing doors) to illustrate a range of scenarios to alert travellers to dangers. This immersive work has resulted in 18 visuals. To cut through the familiarity of these scenes, the artist employs immersive 3D copy and bright graphic patterns to capture the attention of travellers. “I enjoyed the challenge of finding the balance between creativity and legibility. I used textures and patterns inspired by the TfL environment, avoiding the use of a fixed colour for the walls, floors or rails. I also played on breaking the rules of perspective”, the designer told the London press.

Part of its safety messaging since 1988, Mind the Gap has become synonymous with @TfL yet there are still incidents when incidents are more likely to occur. Our campaign ‘Public Transport Safety’ refreshes this message by helping customers navigate the transport network safely. https://t.co/EmXLqPVBSp pic.twitter.com/bDQ97vn7If

— VCCP (@VCCP) June 7, 2023