Someone founder Simon Manchipp says the sculpture ‘embodies the spirit of the brand’ and informs all the design work Someone has carried out.
Eurostar director of sales and marketing Emma Harris says, ‘Our philosophy is one of “always moving forward” – and that was the brief we gave to Someone for the rebrand.’
Manchipp says the sculpture has been inspired by the work of architect Zaha Hadid and also by the Futurists, ‘who were the first to really get movement into sculpture’.
The sculpture has been designed so that it can take on different materials depending on how it is being used. For example, the classes of service are represented by different metals, the loyalty scheme with marble and the Tread Lightly eco programme with grass.
Manchipp says, ‘At the heart of the application is that we wanted to create things that are useful – this allows different facets of the brand to cross-sell.’ He adds, ‘People have been talking about adaptive branding for some time and we think this is the first true example of it.’
Someone has also developed a signature typeface, working with Our Type to develop and adaptation of the Fresco font. Pictograms have also been developed, for use both online and offline.
Other elements created by Someone include a new colour scheme, animations, newly defined loyalty schemes and printed material.
Nick Mercer, commercial director of Eurostar, says, ‘The organisation – once three companies spread over three countries – is now one London-based company, and is more agile and speedily adaptive than ever before.’
He adds, ‘With so much change we needed a way to signal what’s new within the service – our new brand identity will signal these changes, so where you see the new look, you’ll experience our new thinking.’
Someone was appointed in December 2009 after seeing off Wolff Olins, Fallon and Dave to win the contract. The rebrand is being carried out as part of a £700m investment to improve Eurostar services.