Saatchi tenders logo for Midland Main Line

Midland Main line, one of the first UK train companies to go into the private sector, was this week due to approve a new identity by Saatchi & Saatchi Design.

Midland Main line, one of the first UK train companies to go into the private sector, was this week due to approve a new identity by Saatchi & Saatchi Design.

The company was taken over last month by National Express and “the new owners are quite keen to establish an identity”, says a Midland Main Line spokesman.

Saatchi & Saatchi Design, which won a credentials pitch against undisclosed competition, presented concepts to Midland Main Line’s board on Monday.

The identity programme ties in with the refurbishment of the company’s 18 sets of high-speed trains, planned for November.

Livery and interiors are being developed by Saatchi & Saatchi Design alongside transport specialist Best Impressions.

As part of the Government’s franchising scheme, all 25 train operating companies are being sold off or bought out over the next 12 to 18 months.

National Express, also the franchise owner of Gatwick Express, denies it is holding an identity pitch for the Victoria station to Gatwick airport service, but says that no decision on retaining the name has been taken.

See News Analysis, page 7.

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