London is a city rich with visual culture, and its signage plays a key role in shaping how both locals and visitors experience the capital. From the glowing icons of commercial advertising to historic street markers and symbolic government signage, these displays do more than guide—they become part of the city’s personality. Some signs are so well known they’ve become landmarks in their own right, instantly recognisable and tied to the identity of London itself.

Across the capital, you’ll find a fascinating blend of old and new. There are signs that have remained unchanged for more than a century, and others that reflect the ever-evolving face of modern London. Their locations often hold as much significance as the signage itself, with each display offering insight into the city’s heritage, culture and daily rhythm.

The Piccadilly Lights – Illuminated Advertising in the West End

Perhaps the most iconic piece of signage in the capital, the Piccadilly Lights are a prime example of large-scale illuminated advertising. Located at Piccadilly Circus, this curved wall of LED screens has been in place in one form or another since 1908. What began as a series of backlit posters and neon signs has evolved into a giant digital display, now featuring rotating global brands such as Coca-Cola, Samsung and L’Oréal.

The sign is not only famous for its size and brightness, but for its central position within the city’s entertainment and retail district. Piccadilly Lights are more than just a billboard—they’ve become a tourist attraction, regularly updated with seasonal messaging and public service announcements. During national moments of celebration or remembrance, the screens are often used for commemorative messages, adding to their cultural relevance.

London Underground Roundel – An Icon of Simplicity and Function

Another unmistakable symbol of London is the red and blue roundel used across the London Underground. First introduced in 1908 as a bar-and-circle design, the roundel has become a hallmark of wayfinding, blending clean lines with bold colour to ensure visibility and consistency across all tube stations. It’s one of the most recognisable transport logos in the world and has come to represent not just the Underground, but the city itself.

Found outside every station on the network, the signage includes the station name written in Johnston typeface—a custom font commissioned in 1916 that’s still used today. The roundel’s clear messaging and timeless design make it a masterclass in effective public signage. It serves a practical purpose while remaining deeply embedded in London’s visual landscape.

Covent Garden’s Hand-Painted Shop Signs – A Nod to Tradition

Wandering through Covent Garden, one of the most charming elements you’ll notice is the hand-painted signage on traditional storefronts. These signs, often created using gold leaf or traditional lettering methods, reflect the area’s long history as a marketplace and theatre district. The signs typically include the name of the shop, a brief description of what it sells and often the year it was established.

In a world of illuminated signage and backlit displays, the presence of artisan signs in Covent Garden is a reminder of the craft behind visual communication. These signs don’t shout—they invite. And their continued use in such a high-profile location speaks to London’s ability to embrace both heritage and modernity in equal measure.

Carnaby Street’s Overhead Signs – Style, Subculture and Celebration

Carnaby Street, known for its strong links to fashion and the music scene of the 1960s, greets visitors with decorative signage that arches across the street’s entrance. The current design—“Welcome to Carnaby Street”—is bright, bold and playful, instantly setting the tone for the boutiques and creative energy found within. The signage here changes periodically to mark major events or collaborations with artists, charities and festivals.

Unlike static street nameplates, Carnaby’s signage is experiential, designed to be photographed, shared and interacted with. It captures the spirit of a street known for trendsetting and individuality, making the sign part of the area’s draw rather than just a point of information.

Downing Street’s Security Signage – Subtle but Symbolic

While not the biggest or most colourful, the signage at Downing Street carries significant political weight. The black-and-white street sign marked “Downing Street SW1” is positioned on the gate that restricts public access to one of the most important addresses in the country—Number 10, the Prime Minister’s residence.

Flanked by security personnel and CCTV warnings, the signage here is minimalist and formal, reflecting the seriousness of the location. The restrained design underlines the authority of the address, and for many, simply seeing the sign is enough to evoke images of state announcements and historic political moments.

Theatre Marquees in the West End – Lights, Listings and Legacy

The West End’s famous theatre signage combines tradition and showmanship. Marquees above entrances to theatres like the London Palladium, the Apollo and Her Majesty’s Theatre often feature illuminated titles, actor names and critic quotes. These signs are updated with each new production but maintain a consistent style that blends grandeur with anticipation.

Signage plays a huge part in the success of theatre marketing, offering bold, clear messaging designed to stop passers-by in their tracks. While other signage evolves toward minimalism, theatre marquees continue to lean into spectacle, using light, scale and colour to drive emotion and excitement.

Borough Market’s Historic Signage – Authenticity in Every Detail

Borough Market in Southwark is one of the oldest and best-loved food markets in London, and its signage reflects that rich history. The green and cream cast-iron lettering over the entrance arch reads “Borough Market,” flanked by wrought iron and period detail that immediately grounds you in tradition.

The market’s internal stall signage is equally distinct, with chalkboards, hand-painted panels and vintage shop signs used to evoke a sense of authenticity. These signs aren’t just about telling you what’s for sale—they tell a story of London’s food heritage and the value of independent traders.

Regent Street’s Illuminated Christmas Signs – Seasonal Spectacle

While not permanent, the seasonal signage that adorns Regent Street during the Christmas period has earned its place among the city’s most famous displays. These large-scale illuminated signs feature angels, stars and festive messaging that transform the street into a glowing corridor of celebration.

The messaging is usually simple—“Merry Christmas London” or “Celebrate the Season”—but the visual impact is enormous. Suspended over the street and perfectly synchronised with the shopfronts below, the Christmas signage becomes a must-see event that brings together tourists and locals alike.

When Signage Becomes Part of the City

London’s most famous signs go beyond function. They carry identity, mark history and help define entire neighbourhoods. From digital displays and iconic roundels to hand-crafted shop fronts and political landmarks, each one tells a story and plays a role in how people connect with the city.

These signs don’t just tell you where you are—they tell you what that place stands for. Whether it’s the flash of Piccadilly Lights, the quiet authority of Downing Street, or the artistic flair of Carnaby Street, London’s signage is part of its living narrative—one that changes with time but never loses its power to guide, inform and inspire.