Emirates and the London Underground

So, Emirates airline has invested £36m on a cable car across the Thames between the O2 and the ExCel Arenas. Notwithstanding the fact that at the moment there are unlikely to be too many passengers for this piece of public infrastructure (the property of TfL) on the basis of price (£3.60 with an Oyster card) and, more significantly, a shortage of population between these two points. Though it may have some utility during the Olympics as both arenas are hosting events.

More worrying is the concessions that go with this £36m. Seemingly, Emirates can now tag their logo with the Underground map. This corporate image creep – which Emirates Airlines seems to be particularly good at – should have its limits. As a clean work of art, that map should not be besmirched with any other logo other than the Roundel.

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