Eurostar - not just a new logo

Eurostar this week launched their new visual identity - to coincide with a raft of improvements the operator has planned.

Before and after

Many companies introduce a new logo with the intention of hoodwinking customers into thinking things must have changed at the organisation in question.

Unless changes are made to the product, service or personnel (bascially the things that make up the brand), then people will quicky see through the exercise and it will do little to change their behaviour or attitude.

And this is where Eurostar should be congratulated.

Alongside refurbishing their current fleet, they are launching new menus for Business Premier class passengers created by Michelin-starred chef Alain Roux, offering Business Premier customers guaranteed access to the train of their choice and launching new mobile apps for iPhone and Android users. As an added bonus passengers will also soon be able to book taxis via staff while on board a Eurostar service.

So the new logo sits side by side with a revamped offering - which is exactly the way it should be.
The logo itself? Classy, stylish, sophisticated and well executed. The marketing babble that came with it was a touch too far though.

The work should be left to speak for itself.