Eurostar has unveiled a new logo as it formally launches the newly merged organisation with Thalys, with the combination of the two businesses creating what the company says is the largest international high-speed network in western Europe, serving five countries.
Eurostar CEO Gwendoline Cazenave said the new identity ‘gives back the star to Eurostar’. The logo was inspired by l’Etoile du Nord, the original train service linking Paris, Brussels and Amsterdam and as a tribute to the first Eurostar logo. The new brand identity was created by DesignStudio based on the heritage of Eurostar and Thalys.
The Eurostar brand name was chosen due to its high consumer awareness, both in Europe and globally, and the Thalys name will be dropped, although Ms Cazenave said the Thalys spirit would live on with the new brand. The combined group, with Eurostar’s cross-channel services and Thalys’ services across continental Europe, is still aiming to carry 30 million passengers per year by 2030, double the number carried in 2022. That target was set in 2019 when the companies announced their plans to merge, although at that point they were carrying a combined 19 million passengers per year before the impact of Covid and Brexit dampened demand.
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