Award winning Eurostar rebrand from SomeOne

I’m fairly new to Identity Designed, but it’s quickly becoming a regular visit. ID basically covers everything under the ‘brand identity’ umbrella, providing great articles that explore the processes, influences and opinions from international projects.

Simon Manchipp, co-founder of London-based SomeOne, has recently contributed his thoughts, intersected with client quotes, on the recent rebrand of Eurostar. I’m a firm believer that every piece of design, no matter how small, needs to address a problem and ultimately have a clear concept. Whether your communicating a brand, product or idea with no clear goal, design can be redundant. As Nick Mercer, Commercial Director of Eurostar outlines the reasoning behind the rebrand:

 “With so much change — we needed a way to signal what’s new within the service — our new brand identity will signal these changes… so where you see the new look, you’ll experience our new thinking.”

Before I read this article I was unsure on where I stood on the Eurostar rebrand. Some elements I liked, the pictograms and signage is excellent, others I felt were a little to complicated and over thought, the Fresco typography. That said I have warmed to it, and as always, once you discover the reasoning behind a project you begin to appreciate the approach and execution a little more.

Eurostar seem more than happy with the outcome, as Sarah Sempala-Ntege, Head of Brand & Design for Eurostar suggests:

“SomeOne have not just re-branded our organisation, they have created a work of art that we are simply delighted to call our own.”

Definitely worth checking out the full article on Identity Designed here.

Wood