The newly-announced partnership between Transport for London (TfL) and Turkish Airlines has provoked some strong views from London’s commuters.
The year-long campaign will see Turkey’s flagship airline join hands with the Elizabeth line in a sponsorship deal.
Large adverts inspired by the Elizabeth line’s upholstery have already been put up at key Elizabeth line stations, like Bond Street.
But the new branding has not been received well by many commuters.
Some users on social media have dubbed the new campaign “garish” and “horrible”, explaining that the adverts “ruin” the Elizabeth line’s “elegant restrained design.”
The Elizabeth line - which launched in 2022 - has been widely praised for its minimalist and modern design.
In TfL’s design idiom for the Elizabeth line, the transport authority set a clear colour palette for the brand, comprising “Elizabeth line purple”, “TfL Blue”, and white.
The new advert features other colours, including a pale blue, orange, and red.
One user on social media wrote that the colour palette “confused [him]” and that he “would have refused to carry it on that alone.”
Another wrote: “Totally agree. It stopped me in my tracks, it was so awful!!”
A third wrote: “If you are a graphic designer , or fan of the @TfL roundel or the stripy ghost people behind @ElizabethLine platform seats - look away now. This garish ad campaign for Turkish Airlines is so horrible & ruins the elegant restrained design of the Lizzie stations.”
But others applauded the new campaign.
“I really love this,” one wrote, while another said it was “a perfect match between the city and the brand.”
The adverts are set to be displayed until October next year.
It is not clear how much TfL will make from the sponsorship deal, but its total commercial and advertising activities generate around £150million to £155million annually.
The new adverts have divided commuters
TfL
TfL also runs long-term sponsorships with banks such as Santander for its bicycles.
It said earlier this year that each partnership is shaped by four commitments: “Supporting London by generating essential income to improve services, protecting accessibility and inclusivity at every step, maintaining clarity, safety, and a good experience for all customers, and delivering value for our commercial partners.”
TfL has been contacted for comment.