‘Green Travel’, London Transport Museum: Poster Parade Review

(Poster Parade lasts for approx. 3 months before it is changed)

1^st Floor, London Transport Museum, Covent Garden

Entry to the London Transport Museum: £21 for an annual pass (£20 students and concessions)

08.02.2023

All the posters listed at the bottom in the Poster Parade can be searched for and viewed here:

https://www.ltmuseum.co.uk/collections

I don’t think it is any exaggeration to say that the most important and constant preoccupation of our times is the environment and how we can save the world from the damage that we have done to it. Following the recent, successful, ‘Green Journeys’ exhibition in the Transportorium of the London Transport Museum (LTM), the site is now hosting a ‘Green Travel’ Poster Parade on the first floor. The Museum’s consistent championing of the environmentalist cause has genuinely inspired many youngsters and I remember a visitor telling me how much her daughter missed the ‘Green Journeys’ exhibition when it was gone. She said it had been her daughter’s favourite space in the whole museum because of its educative power.

            Public transport has been hailed as one of the solutions that can help to minimise environmental damage to the planet through the economical use of energy and resources. As the title and introduction of the exhibition suggests, there has been much investment in the tube to ‘make London cleaner and greener’. As Londoners know, there has been a historical practice of encouraging commuters to use their cars less, the advertisement of journeys to clean, green spaces of countryside outside of London, as well as a promotion of walking and cycling so as to ease congestion and keep the air breathable. While many of the strategies have borne fruit, such as in the reduction of coal burning and industrial pollution, the public transport infrastructure still has problems to face in reducing pollution and creating a zone with clean air. The saving of the world is still very much a work in process.

            The historical range of the images in the Poster Parade is from the early twentieth century in the 1910s to the twenty-first century and the 2010s. The styles and subject matter range from realistic landscapes, to illustrations of space and the planets, edited photographs, games of text and image, visual animalistic metaphors of transport as taxis are literalised as snails, and the conversion of the London landscape into bicycle parts. Quirkiness, comedy, creativity – even horror as the effects of smoke pollution are made evident in the imagined future of a child’s photographed face – all these collide together in the exhibition, whose one sure strength is variety.

            The quirkiest image is probably the one of the taxis as snails by Nick Hardcastle, ‘Or take the Tube’. The black cabs of London are famous throughout the world, as is ‘the Knowledge’ that their cab drivers boast after years of learning, but these instantly recognisable facts are given a surprising visual metamorphosis. The familiar is manufactured into the unfamiliar, even the Freudian uncanny. The snail shells add to this impression as Freud called the uncanny the ‘unhomely’ and the shells are their homes. Faintly sickening, the snail taxis glisten with a disgusting mucus which symbolises the dirtiness left by the motor car as its imprint on the world and its journey. The clustered ranks of molluscs, an identical parade, suggest a dreary and unthinking conformism.

            I have two favourite images. The first is ‘Good for you green for London’ (2010) by Rachel Lillie. This is the winning illustration in ‘The best of contemporary illustrators’. The illustration depicts London’s journeys through the experience of the cyclists and the message is the promotion of ‘the benefits of cycling for our health and the environment’. The display notice adds that ‘TFL cycling initiatives such as free and tailored cycle skills sessions are teaching safer ways of navigating the city’. The space is imagined as a leaf unfurling through time, with its veins as pathways to famous London landmarks. I liked the image for two reasons. First of all, this seems to be the only illustration by a woman in the collection, if one assumes that the other illustrations and posters are all by men (they may not be, many of them were presented with ‘Artist Unknown’, which was a slightly frustrating experience). Diversity is still a real challenge in illustration, as I know from my own experience as a digital artist, and it is good to support those of us who are examples of diversity and have got a little recognition. Secondly, like the artist, as she says on her website, I am also interested in the depiction and conceptualisation of space, especially London. An interesting connection is drawn in the illustration between the red bus and the cyclists who are shaped in a blood red. The cyclist moves in the same ethical space as the public transport vehicle, as a being that creates a cleaner and greener city. The famous London landmarks are shrouded in the night as black outlines while the cyclists are illuminated by a light that blesses the good. Perhaps the suggestion is that the conventional vision of the city has to change and the things that were once considered important have to yield to the renewed experience of stewardship we face in the age of environmental calamity.

            My second favourite poster is ‘Carfree Carefree’ by Abram Games (1967) which is given a renewed life in this contemporary exhibition in this contemporary world. The poster and the title are the same, white letters shaped like a bus against a background of purple, red and orange tiles. Typography is one of my own preoccupations as a digital artist and letters shaped like images act upon my senses with an unrivalled seductive power. The letter bus in the poster hurtles past a small car in the background. The demonstration is of the strength of the bus in relation to the individualised, little car: public transport versus the individual, social and public civic responsibility in the age of environmentalism versus the selfish fixation with the material possession of the car and its solitary amusements. As with the other posters, the interest is in how a public transport corporation converts its competition with private forms of transport into an ethical mission to save the entire planet and the people and life within it. Financial competition does not always have to be selfish after all, it can be of the people and for the people, against the luxury and convenience of the individuals that won’t participate in the group.

            The two messages that hit hardest were ‘One full bus equals forty empty cars’ and ‘Each year we cover nearly 1 billion miles in the car on journeys of less than a mile’ (1998). It is always facts that can hit hardest. These facts also contextualise the aim of London transport to get people fitter and get out there walking and cycling. Of course, some have mobility issues, but for the majority of people, it is laziness and the convenience and instant gratification culture that is choking the planet.

            My overall impression of the Poster Parade is that it is successful artistically and in terms of its content and importance. And in terms of inspiration for change. The historical sweep is illuminating because it reminds us that people in London have always cared about its clean air and to eliminate the pernicious effects of pollution. Yes, we are facing an environmental disaster. But the good have always fought against this with technology and with the right morals. There is hope and no need for despair. They, the good, will always fight for a better world. Yet, there is no ‘triumphialism’. The Poster Parade acknowledges that there is still much to do and much to fight for. That elusive dream of ‘Green Travel’ is still a work for the making, even though it is the most alluring and important dream of our times.

List of Posters in the Exhibition (all searchable at: https://www.ltmuseum.co.uk/collections)

1. Anonymous, ‘Golder’s Green’ (1911)
2. Maxwell Ashby Armfield, ‘By Underground to fresh air’ (1915)
3. Gwynedd M Hudson, ‘Spring Beckons You’ (1929)
4. Alfred Leete, ‘Nightwatchmen’ (1928)
5. Anonymous, ‘Clear the Air’ (1938)
6. Charles Sharland, ‘Light, Power and Speed’ (1910)
7. Anonymous, ‘London’s Tramways’ (1929)
8. F Gregory Brown, ‘By Trolleybus to Kingston’ (1933)
9. Abram Games, ‘Carfree Carefree’ (1967)
10. Nick Hardcastle, ‘Or take the Tube’ (1987)
11. Austin Cooper, ‘Bicyclism – the art of wheeling’ (1928)
12. Transport for London, ‘London – made for cycling’ (2007)
13. Anonymous, ‘Get ready for Prudential Ride London’ (2015)
14. Rachel Lillie, ‘Good for you green for London’ (2010)
15. Easy Tiger Creative, ‘Cycling for Pleasure’ (2016)
16. Anonymous, ‘Don’t Choke London’ (2001)
17. Anonymous, ‘London Car Free Day’ (2002)
18. London Transport, ‘One full bus equals forty empty cars’ (1998)
19. London Transport, ‘1 billion miles in the car’ (1998)
20. Anonymous, ‘Cleaner Air for Greater London’ (2007)
21. Anonymous, ‘Hydrogen powers rockets’ (2014)