Trainline is a UK-based independent rail and coach travel platform that sells tickets and provides travel information through its website and mobile app. The company was originally set up by the Virgin Group and initially sold tickets over the telephone before moving to the web. [1]
Design and History
Trainline’s current logo is a simple green symbol combining a heart, interlinking journeys and a tick for positivity, described by the company as “more human and reflective of Trainline today.” The logo should always appear in either Trainline mint or white, depending on the background contrast. [2]
The current identity follows a major rebrand conducted by London-based brand design consultancy Studio Blackburn in 2015. The project involved dropping “the” and “.com” from the brand name to create the simpler “Trainline,” and developing the core brand positioning “Smarter Journeys.” [3] The rebrand was largely driven by the growth of mobile usage, with Trainline’s CEO at the time noting that the brand had not kept pace with how customers were using the service. [4]
As part of the 2015 rebrand, the company introduced a new “t” symbol designed to “symbolise routes and crossing points,” according to the company. [5] The design team also updated the old “acid” green to a “fresher and optimistic” mint green, testing the final colour in increments of cyan and yellow for almost four weeks before agreeing on the final specification. [6]
Meaning and Symbolism
Studio Blackburn described the 2015 “t” symbol as suggesting “routes or crossing-points, the meeting point of smart technology and the romance or convenience of a real world travel experience.” The designers intended the symbol to become shorthand for Trainline and for smarter journeys. [6]
The current logo, as described by Trainline’s official brand guidelines, combines a heart, interlinking journeys and a tick for positivity. The company states that it is “a business with heart” and wants its logo to reflect this. [2]
Typography and Design
Studio Blackburn developed a logotype and look and feel that adopts a unique typeface to ensure that the Trainline wordmark and all Trainline communications are instantly recognisable. The “t” symbol was also provided as a typographic glyph within the corporate typeface, ensuring that the typeface and logotype work together seamlessly. [6]
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