Wednesday, March 30, 2011

New logo: Eurostar

Eurostar is a high-speed rail service which since 1994 has connected Paris and Brussels with London.

The symbol from another angle.
Yesterday, March 29, a new identity for Eurostar was unveiled. This has been developed by the London agency SomeOne.

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.

Current logo.

I'll post a few selected images of the rebrand below. Here are some links to other blog who have posted more images.

Creative Review
Identity Designed

Image and video hosting by TinyPic
Various flat applications

Image and video hosting by TinyPic
The 3D model.

Image and video hosting by TinyPic
An ad explains the three travel classes.

Image and video hosting by TinyPic
The grass sculpture.

Image and video hosting by TinyPic
Marketing Week 1
Marketing Week 2

No comments:

Post a Comment