London Transport CEO Frank Pick shaped the tube like few others. He was the man who rolled out the 'Underground' branding, and was the visionary behind much of the marketing that went with it.
Transport for London (TfL) will honour Pick on 7 November — the 75th anniversary of his death — when a memorial to him is unveiled at Piccadilly Circus tube station.
Beauty < Immortality is the name of the bronze and marble memorial. It's designed by by BAFTA winning and Turner Prize nominated artists Ben Langlands and Nikki Bell. Other details are nebulous, and we might just have to wait for the veil to be yanked away to see exactly how they've decided to honour the Big Man.
Although most of the memorial is already paid for, TfL is seeking tube-loving members of the public for a final £7,000 crowdfunding push.
Rewards include everything from souvenir booklets about Frank Pick, to behind the scenes tours of London Underground's headquarters, 55 Broadway.
As part of the commemorations to mark the 75th anniversary of Pick's death, London Transport Museum is hosting a series of talks about him on 21 September, 18 October and 10 November. To book tickets visit the website.