BE makes Stansted connection

Design consultancy Brand Environment, trading as BE, has developed a complete identity for Stansted Express, the rail link between London’s Liverpool Street station and the Essex airport.

The new blue and orange brand has been implemented through station architecture, external and internal train liveries, staff uniforms, signage, ticketing systems and marketing communications. The new lower case logo, identity and fleet of refurbished trains will roll out gradually over the next few months. BE director Rob Wood says the new brand will set new standards of customer service in the rail industry, and this is reflected in the designs.

“Stansted’s entire project has been focused on creating a seamless and tailored customer experience – we have translated that ethic into our work for the identity,” he says.

Costa is providing on-board catering for the rail link – its first partnership with a rail company, and the cabin crew are multi-lingual and trained in cultural awareness, first-aid procedures and how to deal with transactions in foreign currencies.

BE was set up last year by ex-Wolff Olins designers Robert Wood and Joseph Mitchell. Between them they have headed projects for companies such as Go, Orange, Heathrow Express, Channel 5 and Tesco.