Why Rebrand?
Nick Mercer, Commercial Director of Eurostar says that this rebrand sets to underpin significant change at Eurostar ‘After an amazing 16 years of providing the leading European international train service, we have committed to a £700m investment to radically improve and invent new services, products and their organisation as a whole.
The organisation — once three companies spread over three countries — is now one company, more agile and speedily adaptive than ever before.
With so much change — we needed a way to signal what’s new within the service — our new brand identity will signal these changes… so where you see the new look, you’ll experience our new thinking.
Change is afoot at Eurostar and the new £700m investment is already taking effect. Is there a central thought? Design is very much at the heart of the new thinking.
Every customer experience is being deeply considered to ensure the traveller gets the very best out of their time on-board, on-line or on any part of the Eurostar experience.
Everything is designed to reflect Eurostar’s design-led ethos.
One brand, many ideas — all beautifully designed to give people a better experience
What will we see change?
A new fleet of state-of-the-art trains has been designed, with interiors created by Pininfarina to redefine what customers should expect from international train travel.
A new faster website will speed up booking by at least 20% as well as allowing customers to more swiftly and easily create bespoke travel plans beyond the three core destinations of Paris, Brussels & London.
The eco program ‘TreadLightly’ will be improved and more deeply applied to the bedrock of all new design thinking ensuring Eurostar remains one of the most carbon efficient and ecologically sound ways of traveling.
What was the design methodology?
Some One’s approach to the re-brand was unusual in that it didn’t rely on one idea, but many ideas in many channels to create a more adaptive, flexible and useful brand identity.
‘This re-brand was about creating symbols of change, not a change of symbol.’ Said SomeOne’s Co-founder, Simon Manchipp
At SomeOne we’re quite well known for having said we don’t think Logo’s do enough to help products, services and organisations differentiate, communicate and adapt in the modern world. So we created a multitude of ways Eurostar can create exiting experiences for their customers and staff, everything is adaptive, everything points towards Eurostar’s design-led point of view.
What was actually created by SomeOne?
Some of the things that are included in this first burst of work:
»Brand Values, Strategy & Tone of Voice
»A three dimensional brand sculpture
»An extensive set of onboard online and off-line pictograms
»signs and icons
»A signature bespoke typeface
»a new colour scheme
»New digital applications
»Animations
»Brochures, Booklets, Posters and Packs.
»Tone of Voice
»On-Board magazines,Advertising
»Differentiation between new classes of service
»Newly defined loyalty schemes We’re working with Eurostar as the Brand Guardians managing the migration from old to new.