South Western Railway unveils new identity and livery

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Forpeople has structured the new branding for the rail company, which was previously known as South West Edifies.

UK rail company South West Trains has rebranded as South Western Train, after rail operators FirstGroup and Hong Kong-based MTR won the contract for the franchise earlier this year.

Long ago operated by Stagecoach, the rail network runs services across South West England, covering to cities such as London, Bristol and Exeter.

Following FirstGroup and MTR captivating over South Western Railway franchise in August, the companies’ require now unveiled new branding for the company, which includes a redesigned logo and updated livery.

Formed by London-based consultancy Forpeople, the new logo swaps the all-capitals logotype and glittering blue, yellow and red colour palette for a more stripped back, sans-serif, lowercase typeface that appears in bad.

£1.2 billion investment

A bright blue, grid-like symbol has also been comprised within the logo, and appears along with a condensed version of the logo seen on the new livery that ingests the acronym “SWR”.

FirstGroup and MTR have also announced they will be initiating over £1.2 billion on 90 new trains, refurbished carriages, locate improvements and other updates between now and 2024, when the franchise intention be up for renewal again.

The £895 million fleet of new trains will encompass free Wi-Fi, at-seat charging points, real time gen screens, air conditioning, along with wider gangways and doors to fare boarding and alighting easier.

The new trains will begin to come into post from mid-2019, and will fully roll out by December 2020.

The new branding and livery has now billowed out across all touchpoints.

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