Transport Scotland
A rare chance to have fun with the ultimate train set brought out the child
in us all. But working with the Scottish Government agency, Transport Scotland,
to rebrand the national railway franchise - a project that took more than a year to complete - was also a chance to flex our design and communications expertise.
Historically, ScotRail's livery and communications followed the style
of the franchisee, resulting in not only geographical differences between east and west, but also a fragmented appearance over time. Our challenge, therefore, was to establish a single, consistent and continuous visual identity for the network.
It's based on the Saltire - the most widely recognisable international symbol of Scotland - with more than a nod to British Rail's iconic 'double-arrow' logo. We also developed a simple colour palette and various complementary graphics, and started applying them to everything from the trains themselves (both inside and out) to stations, signage, uniforms, printed material... and the train set in our boardroom.
