30 November was a landmark day in the official unveiling of the new line rebranding project for London Overground. AJ Wells has been busy over the last year producing thousands of new signs for the new lines. They joined many others involved in co-creating this project, including DNCO, in celebrating its launch.
The Overground is a complex and sprawling system consisting of 100 miles of railway and 113 stations. Used by 700,000 commuters daily, the network encircles London from the leafy suburbs of Brockley to the iconic stadium of Wembley. But unlike the well established Underground network, the six lines that make up the Overground were a spaghetti swirl of orange. The Mayor of London, Sadiq Khan, pledged to name each of the lines to improve navigation and give customers the confidence to travel around. The line naming presents an ambitious and unique opportunity: tell stories that reflect London’s super diversity.
A first of its kind, DNCO was asked to lead a citywide co-creation naming project by Transport for London (TfL). A research project of scale and depth was embarked upon, guided by a methodology with a focus on connecting with underrepresented groups in London. Through riding the network and hundreds of conversations with experts, academics, young people, creatives and everyday Londoners, stories to celebrate well uncovered as well as an informed perspective on what a good name looks like.
The final six names celebrate what Londoners are proud of:
- Windrush: how the generation shape and enrich London’s identity today
- Weaver: how migration has revolutionised fashion
- Suffragette: fight for social reform
- Mildmay: honouring LBGTQ+ history and the critical role of small healthcare centres
- Lioness: empowering women in sport
- Liberty: freedom of movement of and historic independence of Havering
All names speak to narratives of specific movements and collective moments, and are reflective of everyday people. It’s hoped that the rebranded Overground names get people to see their city differently, and reimagine how signs and public spaces have the power to tell brilliantly diverse stories.