Eurostar unveils new logo

Eurostar has unveiled a brand new “visual identity”, as the rail operator gears up for the launch of new trains and an expanded European network over the next few years.

The operator unveiled the revamped logo to the press at Marriott’s new St Pancras Renaissance London Hotel, which is currently undergoing its soft opening before an official launch on May 5.

The hotel is partly housed in what was the former Midland Grand Hotel, one of London’s iconic railway hotels and attached to St Pancras International station, home to Eurostar. To mark the launch of its new visual identity Eurostar has placed a gleaming 3D version of the logo inside the lobby of the Renaissance hotel.

The new logo will appear on trains from April 1 and on the operator’s website from April 5, and reflects the fact the operator is “no longer a three market business” (the current identity focusing on Eurostar’s service to Brussels, with one of the stars from the European Union flag incorporated in the logo).

The operator will begin to take delivery of new rolling stock in 2014, capable of operating on European rail systems including Germany and the Netherlands, opening up the possibility of new routes across the continent (see online news October 7, 2010).

Eurostar will also refurbish its current fleet beginning next year, and while the operator is keeping tight-lipped on the new designs, commercial director Nick Mercer said they would be “radically different” to what customers have experienced until now.

Before then though, the operator is introducing a number of new initiatives, including new menus for Business Premier class passengers, created by Michelin-starred chef Alain Roux and launching on April 14.

From May premium passengers will also be to avail of a guaranteed boarding service, offering Business Premier customers guaranteed access to the train of their choice, regardless of their reservation.

And this summer Eurostar will launch new mobile apps for iPhone and Android users, offering mobile ticketing services, and passengers will also soon be able to book taxis via staff while on board a Eurostar service.

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Report by Mark Caswell

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  • For me, this is up there with worst corporate rebrands ever. Like GAP last year, this takes away a known trusted logo and replaces it with a squiggle. Disappointing for Eurostar.

  • I was randomly polled via email on this logo in July last year.

    I quite like it, though I think it was clear the old logo had served its purpose well.

    As I recall, my comments were:

    – the “TM” is unnecessary and distracting
    – the new font is much clearer
    – the focus on “e” is a bit weird for those who don’t know much about Eurostar
    – it looks great on the side of the trains

  • I sincerely hope that this “upgrade/ improvement” is not like the improved service provided in Standard Premier when it replaced Leisure Select. There is now nothing much to justify the premium carried over Standard Class.

  • A bit unsure here – the typeface is an improvement, but the gradient/reflective aspect of the logo isn’t very appealing. Also, maybe it sounds silly, but without a star anywhere in the logo, what exactly is a Eurostar?

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