One can see by the London Underground signs that there was a shift in the look of signage towards more abstract symbols for companies. This let's people know where the public transportation lies for them to travel through the city.
Even in American subways, like this particular New York subway sign, there are simple symbols used to represent transportation locations. The simple sign helps people see where they need to go by telling the subway lines running through the location, and where on the line you currently are.
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