The Eurostar Group – a singular entity integrating Eurostar and Thalys as of May 2022 – has launched its new brand from DesignStudio, including a refreshed logo, colour palette, photography and suite of illustrations. Designed to “respect the heritage of both brands, while modernising for the future”, the refresh returns to an earlier iteration of Eurostar, the very first in fact, in 1994. Switching out the metallic, calligraphic E Eurostar has used in recent years, DesignStudio reintroduces its original star or “Spark” with a new range of motion behaviours. In the wordmark, the star appears housed in an E – a touch that’s
on the rise in branding this year.
The new Spark logo has the ability to function as a standalone graphic device, appearing across train livery, stations and digital platforms. In these instances, the star can rotate and lengthen to become a navigational device, pointing between city destinations. According to a DesignStudio press release, the spark is “the literal and metaphorical north star of the brand”.
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