Hoverspeed retains name

Cross-Channel travel group Hoverspeed has decided against changing its name, even though it plans to phase out its hovercraft. It is now to introduce a logo, created by New York group Vignelli Associates.

Research by the company indicated strong recognition for the Hoverspeed brand, resulting in the retention of the name, at least until the hovercraft cease plying the Dover-Calais route in 2004.

The logo uses similar lettering to other parts of parent company Sea Containers’ business, including Great North Eastern Railway.