Poster; No need to ask a p'liceman, by John Hassall, 1908

In 1908, London's various Underground railways agreed to publicise their companies as part of a complete system. To relieve public apprehension about using the joint system, they promoted a new map that enabled people to find their way around the city. This poster was as part of that campaign. It was designed by the established commercial artist John Hassall, and provides a classic example of the Underground's early advertising. Hassall employed the same robust cockney humour in 'Skegness is so Bracing', his best-known work, also produced that year. The iconic image of a jolly fisherman skipping down the beach was produced for the Great Northern Railway Company to promote a special 3-shilling excursion from Kings Cross. It has remained a popular postcard image ever since.