The London Overground's rebranding, costing £6.3m, involved consulting local communities and historians to devise names for its six lines. A Freedom of Information request unveiled 27 names that progressed to a longlist and 51 others that were considered but not advanced. The initiative stemmed from Mayor Sadiq Khan's 2021 manifesto promise, aiming to give each line its distinct identity. Some names were rejected due to concerns over clarity, potential for abbreviation or slurs, and the decision to prioritize group representation over individual names.
The promise to give individual names to each of the Overground's six lines was made in Sir Sadiq's 2021 re-election manifesto, telling Londoners that the network has grown considerably over recent years.
The 27 rejected names which appear to have made the longlist' are accompanied by a set of in-house descriptions provided by TfL.
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