National Express-owned rail franchise Midland Mainline has unveiled its identity by Saatchi & Saatchi Design.
The company was one of the first franchises to move into the private sector when it was taken over by the transport conglomerate during the summer.
The logo is based on the line’s heritage, and features a deer symbolising Derby’s old name of Deerby, says Saatchi & Saatchi senior designer Tony Williams.
The new look appeared on winter timetables this week and the group’s new train interiors and exteriors will be on track from January.
Saatchi & Saatchi Design is also working on upgrading stations.