Comprising a new logo, symbol, colour palette, photography, illustration and sonic branding, the new identity brings both companies together under the Eurostar name, which was chosen “due to its powerful equity and global recognition”.
The new branding will launch in full by the end of 2023, and hopes to put a modern face on the Eurostar Group while respecting the heritage of its two brands. “A key part of the success of our partnership was to work closely with Eurostar and Thalys stakeholders to capture the essence of each brand’s near 30-year heritage, whilst evolving them into the future,” says Julien Queyrane, DesignStudio creative director.
The ‘spark’ is intended to be used across the full brand experience – from train livery and across stations, to digital platforms including website, apps, social media and TVCs. The new identity also modernises the Eurostar and Thalys colours, featuring a punchy blue and deep navy, and six secondary colours.