In a bid to enhance passenger navigation and celebrate London’s culture and history, the London Overground is undergoing a significant rebranding effort. The initiative, costing £6.3 million, will see the renaming and rebranding of the network’s six branches, marking the end of the orange format that traditionally distinguished all Overground routes on the Tube map.
The transformation includes assigning unique names and colours to the six branches of the 113-station network. Among the notable changes, the Euston to Watford Junction line will be renamed the “Lioness line,” in homage to the England women’s football team’s victory in the Euros at Wembley Stadium in 2022. Other parts of the network will adopt names such as the Suffragette Line, the Windrush Line, the Weaver Line, the Mildmay Line, and the Liberty Line.
Mayor Sadiq Khan emphasized that the rebrand aims to simplify passenger navigation across the Overground while celebrating London’s rich culture and recent history. Khan stated, “Giving each of the Overground lines distinct colours and identities will make it simpler and easier for passengers to get around.” The selection of the new names and colours was made in collaboration with passengers, historians, and local communities, reflecting the city’s heritage and diversity.
However, criticism emerged from Susan Hall, the Tory mayoral candidate, who deemed the rebranding as “virtue-signalling nonsense,” contrasting it with the city’s ongoing challenges, such as rising crime rates.
Since coming under Transport for London’s control in 2007, the Overground has emerged as the second busiest railway in the country, serving approximately 180 million passengers annually, second only to the Elizabeth Line.
The rebranding effort aims to improve customer experience by simplifying the network’s representation on maps and routes, making it more accessible to passengers. TfL commissioner Andy Lord expressed hope that the new names and colours would encourage more people to utilize the Overground services, while also conveying the stories of London’s cultural diversity.
The rebranding, set to be completed by Autumn, will encompass new Tube maps and wayfinding signs at stations, with consideration given to passengers with visual impairments, including those with colour blindness.
The initiative has received positive feedback from various stakeholders, with Michael Roberts, chief executive of London TravelWatch, noting that distinguishing between separate lines will aid passengers in planning journeys more easily. Mark Bullingham, chief executive of The Football Association, welcomed the recognition of the England women’s team’s achievements with the Lioness line.
The rebranding initiative underscores TfL’s commitment to improving the public transport experience in London while celebrating the city’s vibrant history and culture
