Unlike GTA 1 and unlike GTA London's in-game depiction of other characters, the protagonists are depicted with hand-drawn, stylised art direction appropriate for the 1960s setting the game is set in, and appearing solely as Caucasian men in 1960s fashion and hairstyles. The appearance of certain characters are also based on various real-life celebrities as they appeared around the time.
Caine's design is based on famous British actor Michael Caine circa the 1960s. The name Maurice is based on Maurice Joseph Micklewhite, Michael Caine's birth name. His appearance is based on the anti-hero character "Harry Palmer", who Caine played in a series of gritty spy films in the mid-to-late 1960s.
Seemingly inspired by the mod subculture, Morash is by far one of the more frequently featured protagonists from the game, having been additionally illustrated in another artwork for the game, holding a shotgun. The aforementioned artwork has also been adopted for use as a Rockstar Games Social Club user avatar, the only one to represent the "Grand Theft Auto: London" category.
Vilans is dressed like a "spiv" (a gray-market fence or low-level fixer) with stereotypical slicked back hair, pencil-thin mustache, flashy pinstripe suit, and loud "kipper" tie. His last name is a pun on "Proper Villain", slang for a professional criminal rather than an unskilled punk or thug.