Trainline launches new “mobile-first” identity

The new identity, created by Studio Blackburn, features a redrawn “t”, a new typeface and a “fresh and clean” mint colour.

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Rail booking company Trainline has launched a new identity that it says reflects the fact that the brand is “mobile at heart”.

The new identity sees the company renamed from thetrainline.com. In a statement, it says: “We’ve come from the web but we’re mobile at heart.”

The new identity has been created by Studio Blackburn, which was briefed to create a new look based around the brand concept of “smarter journeys”.

The previous identity
The previous identity

The new identity aims to be “simple and friendly”, says Trainline. It features a “t” which has been designed to “symbolise routes and crossing points”, the company says.

As part of the rebrand, Trainline is introducing a new typeface and a new mint brand colour, which the company says is “fresh and clean – just like the experience you want to have with us”.

Paul Blackburn, founder of Studio Blackburn, says: “We developed a logotype and look and feel that adopts a unique typeface to ensure that the Trainline wordmark and all Trainline communications are instantly recognisable. The t-symbol suggests routes, crossing-points – the meeting point of smart technology and closeness to customers.

“Based on the well documented growth that mobile is experiencing, we made the conscious decision to drop the ‘.com’ and highlight Trainline’s multi-channel offerings.”

Blackburn adds: “As a distillation of the brand promise, the t-symbol will become short-hand for Trainline – and for smarter journeys.”

Trainline is also relaunching its mobile app to feature live departure information, mobile tickets and journey planning. Trainline says: “We want to be your first-choice mobile app.”

Trainline chief executive Clare Gilmartin says: “Trainline has been changing with our customers but our brand has not reflected that. Our mission is to help people travel smarter, and by using their phones they can enjoy the advantages of saving money by buying in advance and ensuring they have real time travel updates during their journey.

She adds: “It naturally followed that we change our brand look and feel to meet our customers’ expectations. We have changed our name from ‘thetrainline.com’ to the simpler ‘Trainline’. It represents a host of new features that’ll make train travel even smarter for our customers.”

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Comments
  • Edgars Zvirgzdins September 7, 2015 at 11:58 am

    No info on the designers behind it?

  • Laurence Berry September 7, 2015 at 12:03 pm

    not much info at all really 🙁

    • Angus Montgomery September 7, 2015 at 12:05 pm

      Hi Laurence and Edgars,
      We’re adding more info as we get it
      Thanks
      Angus

  • George Kay September 7, 2015 at 3:37 pm

    Been using this app ever since I started travelling to uni on the train last year and I love it. Sometimes I’ve had more information about my train’s status than the staff working at the station or the system that operates the display boards and PA system. Regularly gets updated and has never let me down. I love the new identity!

  • C G September 8, 2015 at 11:58 am

    Anyone else bored with ‘Mint Green’ solutions yet…?

  • Neil Littman September 9, 2015 at 6:51 pm

    I am not that keen on it. Something about the scale. Would have been happier seeing the ‘t’ on its own like some of the classic US rail network symbols. I sense some compromise went on. Anyway will wait to see how it works when applied. It’s given me some work to do anyway as it appears on one of my clients websites so needs updating but I think the colour is weak and doesn’t convey the business. I would have been more impressed with a black and white solution.

  • Dan Bailey September 11, 2015 at 6:53 am

    I agree with Neil. As much as I like the app, I’m really not keen on the new identity. It looks a little disjointed and I’m not convinced it will work that well when used smaller. I appreciate what they are trying to achieve with the ‘T’, though I am not so sure they have nailed what they set out to do.

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