Matthew Yeats
5 June 2024
A private collection of eight rare London Underground posters, 1913-1933.
From 18 to 28 June 2024, we are delighted to present, in partnership with Vintage Poster specialists Tomkinson Churcher, an exhibition of eight London Zoo posters, created at the peak of London Underground’s most creative and progressive period.
The London Underground enlisted some of the most talented artists of the twentieth century to create posters designed to catch the eye of passers-by. This vast array of captivating designs turned the London Underground into what became known as “the longest art gallery in the world”.
The most powerful posters were created under the innovative guidance of Frank Pick, who served as director of publicity from 1908 to 1946. Pick was a firm believer in the idea that good design should be the core principle of any enterprise, and he was instrumental in shaping the strong brand identity of London Transport. Pick insisted that the Underground should promote its services artistically, employing the finest British, European, and American Modernist advertising designers of the era. His vision was to elevate public taste through education, and Underground posters were prominently displayed on billboards at station entrances and on platforms.
The zoo's incredible animals, Art Deco architecture, and family-friendly appeal made it an ideal subject to entice the public to travel via the Underground. The commissioned artists eagerly embraced the chance to depict unusual animals and their habitats, producing at least two posters annually throughout the 1920s. Consequently, the Zoo received more free advertising through the Underground than any other leisure attraction.
The poster designs typically feature Art Deco typography alongside playful and colourful animal imagery. A notable piece in the collection is a 1933 modernist poster by Maurice Miles, depicting a majestic and cubist image of an elephant amidst jungle foliage. Remarkably for the period, a significant number of the artists involved in the campaign were women. One of the most striking images in the collection is Ruth Sandys’s 1925 portrayal of a stylized sea lion about to catch a fish. By the late 1920s, London Underground posters had gained international acclaim in advertising competitions and were regarded as some of the finest in the world.
“We are thrilled to present this exhibition of rare posters which celebrate two iconic brands that have shaped London's visual and cultural identity. Though these designs are 100 years old, they continue to embody innovative design which remains influential to this day. It is very exciting to be able to present them together as a group, especially as especially as ZSL, the conservation charity which runs London Zoo, approaches its 200th anniversary in 2026."
- Vintage Poster Specialist Sophie Churcher
Visit Connaught Village near Hyde Park to view this exciting showcase of original London Underground Zoo posters, meticulously collected over the past 15 years. This collection is available for sale via private treaty.
Illustrated (in order of appearance):
JOHN EDGAR PLATT (1886-1967) FOR THE ZOO Lithographic poster, 1922
MAURICE MILES FOR THE ZOO Lithographic poster, 1934
RICHARD BARRETT TALBOT KELLY (1897-1971) ZOO, COMMON & SPINY LOBSTER Lithographic poster, 1927
GREGORY BROWN (1887-1941) ZOO (VULTURES) Lithographic poster, 1930
RUTH SANDYS FOR THE ZOO, SEALION Lithographic poster, 1925
GREGORY BROWN (1887-1941) ZOO (KANGAROOS) Lithographic poster, 1927
