With its 7,000 red double-decker buses London is probably the most delicate city in which to create an iconic “other” bus. In 2017 we have been working for The Original Tour in London. In April 2017, the first bus with a new visual identity circulated in the city. A freshly dressed Union Jack sightseeing bus. The Original Tour logo is designed as a compact version of the bus. It is therefore a rectangle offering a unique Union Jack framing. In passing by it evokes also a crown, which “ennobles” the brand. This logo is at the same time legible, unique and easy to apply on all colored backgrounds.