Eurostar is a high-speed rail service which since 1994 has connected Paris and Brussels with London.
|The symbol from another angle.|
This is an immense corporate identity with literally hundreds of different elements.
Of course, our eyes are first turned to the new symbol, a shiny lowercase e with a line extending from it. It is in fact a three-dimensional sculpture which can be rendered with many different kinds of texture. In addition to the many metallic iterations, SomeOne have also posted eggshell and marble versions and a grass sculpture.
There are also dedicated versions of the symbol for the three travel classes, from brushed steel for "Standard" to gold for "Business Premier", and different marble textures for loyalty schemes.
Other tangible elements that have been revealed include an adapted display typeface and a series of pictograms.
SomeOne have posted lots of pages with even more information and exciting images on their web page. I've collected links to them below, its an interesting read:
One Big Idea, isn’t the big idea
Eurostar — Signature typeface
Eurostar: Iconography that’s iconic
Eurostar: Elegant loyalty schemes
Eurostar: Clearer classes of service
Eurostar: Sculpted brand thinking…
Eurostar: 100 ideas—One brilliant brand
The new look will reportedly be phased in from April 5.
The old identity dates back to the 1990s when the service was first launched. The logo included three lines, representing the three countries Eurostar travels through. The three lines also formed a stylised E for "Euro", and the rebus is finished with a yellow star.
I'll post a few selected images of the rebrand below. Here are some links to other blog who have posted more images.
|Various flat applications|
|The 3D model.|
|An ad explains the three travel classes.|
|The grass sculpture.|
Marketing Week 2