Magazine article Marketing

BRANDING: Midland Mainline Plans Aspirational Makeover

Magazine article Marketing

BRANDING: Midland Mainline Plans Aspirational Makeover

Article excerpt

Midland Mainline, the National Express Group-owned rail franchise, has revamped its corporate and brand identity to coincide with the introduction of more modern trains.

The identity will launch next year as part of the livery on the company's Meridian trains, which are undergoing final tests. Existing trains will be rebranded.

Poulter Partners, responsible for the overhaul, based the brand identity on perceived values of European railways, seen by UK passengers as aspirational.

Poulter Partners head of design James Acton said: 'We wanted the logo to convey sleekness, speed and reliability. The introduction of the trains is an opportunity to invest in the core values of the brand.'

The rebrand replaces the 'stag' identity, created by Saatchi & Saatchi, and used from the mid-90s.

Poulter Partners was hired in 2001, following a pitch that saw the account move out of Cogent, which had held the account since 1997. …

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