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Schleger, Hans ("Zero")

Hans Schleger (1898-1976) was a German-British graphic designer specializing in commercial graphics. He adopted the pseudonym Zero when he founded his own studio on Madison Avenue in New York in 1926. He settled permanently in England in 1932 and was granted British citizenship in 1938, and worked in design and advertising for British industrial companies, including the British Sugar Corporation & the John Lewis Partnership. He was a pioneer of the concept of "corporate identity". In 1935 he modernized the London Transport "circle and bar" symbol - which has been used on bus stops ever since - and was responsible for the design of the London Underground map during part of the Second World War - a role in which he was both preceeded and followed by Harry Beck.