DesignStudio renames Eurostar to generate new opportunities through rail travel

DesignStudio renames Eurostar to generate new opportunities through rail travel

With a new logo, symbol, color palette, photography, illustration and even soundmarking, Eurostar Group’s distinctive identity aims to respect the heritage of both powerful brands and lay the foundations that allow the network to be modernized for the future. And with the network aiming to carry 30 million passengers annually by 2030, it needed an appropriately bold aesthetic.

DesignStudio wisely retained the best parts of the existing iconography, including the Eurostar name, due to its “powerful equity and worldwide recognition”. Meanwhile, the previous brand’s letter ‘e’ imagery has been stylishly revised, making it a distinctive star-based logo. Bespoke wordmark typeface underpins this icon, which nods to the 1994 iteration with the lowercase, italicized shapes.

“This is a significant milestone in our history, and bringing these two iconic companies together as one brand is the result of a powerful collaboration between Eurostar, Thalys and DesignStudio,” says Mario Rauter, Director of Brand Development at Eurostar Group.

“The new brand respects the legacy and embodies the essential DNA of Thalys and Eurostar, but unites us and pushes us forward for a bold reinvention. The new brand and design system sets us up for growth in both new and existing markets. existing ones, driving new engagement with existing customers and discovery by new travelers. DesignStudio has really helped us achieve our vision of generating new opportunities through rail travel.”

At the heart of the new rebranding is the spark symbol, which is a clever reference not only to the experiences the network wants to generate, but also to the connections it will help forge. Spark arms sprouted from OOH screens and screens, seeming to spread out and unite different destinations that travelers can venture to.

The flexible and dynamic asset will also appear on train liveries and stations and is intended to act as a navigational compass that will help guide users to their destination city. DesignStudio Creative Director Julien Queyrane explains that working closely with Eurostar and Thalys helped them capture the essence of the brand’s nearly 30-year legacy and evolve into the future.

“This led to our brand idea and creative platform, Spark New, which symbolizes how the Eurostar Group’s new brand is empowered to deliver new experiences, new ideas and new opportunities through high-speed rail travel,” he reveals.

As for the existing Eurostar and Thalys colours, they have also been modernized turning them into a “punchy” blue and an elegant deep navy blue. A secondary palette of six colors inspired by the diversity and vibrancy of the continent itself further helps cement the Eurostar Group’s identity as a forward-thinking brand.

David Moloney, design director at DesignStudio, describes how the team arrived at this creative solution: “We wanted to bring back a sense of brand pride for employees and customers who expect a premium travel experience. old metallic ribbon for a new north star and a bold icon for the brand.”

The pride that the people of the continent take in rail travel is further reflected in the identity of a set of artworks created by seven illustrators in five countries. These capture the unique feeling and energy of each destination and are complemented by photographs created in collaboration with John Adrian, who captures the joy and spontaneity of discovery through travel.

Eurostar Group, DesignStudio and Zelig Sound have also developed the new sonic brand, designed to create moments of branding and recognition on stations, on TVC and beyond. And with the new identity set to roll out at the end of 2023, passengers won’t have to wait long to see what the future of Eurostar Group looks, feels and sounds like.

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