The new branding has been created by SomeOne. For the project, the consultancy has created a new identity for GTR and related branding for Thameslink and Great Northern. SomeOne executive creative director Gary Holt says the aim of this is to create a “seamless” journey across the networks. Southern and Gatwick Express will retain their existing identities.
According to SomeOne, GTR is Britain’s biggest rail franchise and operates 22 per cent of passenger rail services in the country.
The “helping hand” concept developed by SomeOne for Southeastern Rail is also being applied to Thameslink and Great Northern. Southeastern is owned by Go-Ahead Group, which co-owns GTR.
SomeOne says the colours in the new GTR branding have been chosen to help link the Thameslink and Great Northern lines while also working with the previous branded rolling stock. The consultancy says: “This saves considerable cost in having to repaint an entire fleet immediately.”
The “helping hand” system, meanwhile, was developed to aid communications for Southeastern Rail. A variety of sleeves and objects can each be used to represent a different customer, member of staff or action.
SomeOne says: “The ‘helping hands’ are also a useful coherent branding element that can help travellers who cross networks. Where previously they would simply be met by new and different identities – they are now met by a recognisable, useful helping hand. Uniting what was previously separate.”