It really is a brilliant design. It is perfect for its job, to tell people you can get to Tate Modern by the tube. The obvious elements like the paint tube creating the straight organised lines of the underground map are what makes this such a inspiring concept. There is also the typography at the bottom of the page, with ‘by tube’ in italics, creating that sense of motion and pace. Then also the paint tube itself, with the logo of the underground on the tube rather than a regular paint sticker. Once again the tube of paint is a tube of paint, not a brush, bottle or any other form; which all help to convey the message conceptually and clearly.