Eurostar Group’s striking new identity combines train providers Thalys and Eurostar into one fresh, exciting brand. The rebranding will take place over the next several months and will be rolled out across all of the company’s operations, including its trains, stations, and website.
With a vibrant blue and deep navy as well as six auxiliary colors, the new identity also modernizes the Eurostar and Thalys colors. The distinctive Eurostar Group identity, which includes a new logo, symbol, color scheme, photography, illustration, and even aural branding, attempts to preserve the history of both iconic brands while laying the groundwork for the network’s modernization in the future.
DesignStudio, the company that designed the logo, correctly kept the Eurostar name as part of its iconography due to its ‘strong equity and global recognition’. The new symbol incorporates the Eurostar E into a star, symbolizing the return of the star to the logo. In addition to train livery and across stations, the ‘spark’ will be used on digital platforms including the website, apps, social media, and TV commercials.
In the new branding, the metallic ribbon of the old logo has been removed, making it more suited to digital environments and current design trends. This icon, which pays homage to the 1994 edition with the lowercase italic forms, is supported with custom wordmark typography.
🆕 Discover our new logo.
“It sees the return of the iconic star, inspired by Étoile du Nord, the original train service linking Paris, Brussels and the Netherlands and Eurostar’s very first logo”, says a clearly proud Gwendoline Cazenave. pic.twitter.com/NjV2AkA7IQ
— Thalys Newsroom (@NewsroomThalys) January 24, 2023
Eurostar Group hopes to launch its new branding in full by the end of 2023 while preserving the heritage of both its 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.”
Creative Director of DesignStudio Julien Queyrane explains.