GBH to overhaul Eurostar’s image?

Eurostar is considering a revamp of its brand identity as the operator presses ahead with the £35m redesign of its entire service.

London-based consultancy GBH has been reviewing all areas of Eurostar’s graphic output, following its appointment in January.

A Eurostar spokesman says, ‘GBH has a broad-based brief to explore how Eurostar uses graphic design and how we can improve and optimise it. We won’t rule out a redesign of the identity.’

‘Work [by GBH] will roll out over the next one to two years. [It will involve] the identity, products and services too. Designs will be consistent with Eurostar’s brand values of free spiritness and urban flair,’ he adds.

GBH’s work, which will result in a six-figure fee for the consultancy, is part of the operator’s three-year redesign programme which looks at all aspects of the service, including the lounges, train interiors, staff uniforms, catering, terminal décor, signage and literature.

Meanwhile, GBH has redesigned graphics for Eurostar’s on-board catering areas, including the brand identity, menu design and point-of -sale material, which launch at the end of the month. The consultancy is also working on the rebrand of the operator’s frequent traveller scheme and associated material, including loyalty cards. It is due to relaunch in September.

Other work by the consultancy includes the redesign of all Eurostar literature, including brochures, timetables, tickets and information leaflets, and the creation of giant billboards that surround on-going work at Eurostar lounges at Waterloo and Paris Gare du Nord.

GBH won the commission, which sees it work closely with Eurostar’s artistic director Philippe Starck, via a paid six-way creative pitch.