Europe – The Eurostar Group enlisted DesignStudio to create a new visual identity, better portraying the group’s multi-faceted personality since the company merged with Thalys in 2022.
The updated creative platform, Spark New, was thought to reflect how the new Eurostar Group brand aspires to spark new experiences, new ideas and new opportunities through high-speed train travel. The rebranding will also introduce a new logo, symbol, colour palette, photography, illustration and sonic branding, and the group hopes to convey its changed face, rooted in heritage but moving towards the future. As Julien Queyrane, DesignStudio’s creative director, explains: ‘A key part was to work closely with Eurostar and Thalys to capture the essence of each brand’s near 30-year heritage, while evolving them into the future.’
The rebranding comes as Eurostar admitted to running partly empty trains due to logistics difficulties that came with Brexit and increased border controls. This updated brand positions the group as ingrained in European culture, and emphasising the joys and comfort of train travel.
With the recent revival of rail travel, it is an opportune time for train operators to revise their strategy, and ensure their brands remain attractive to new generations of eco-conscious travellers.
Strategic opportunity
Heritage-centred sectors need to strike a balance between honouring and spotlighting their roots, but also moving forward. Eurostar shows how to modernise without going for the dominating graphic design trends, to stay relevant without losing its core characteristics
