Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
I can't say I've paid much attention to the branding of the French railways recently, having not visited since 2019. But the recent rebrand of SNCF Voyageurs, which transports five million passengers across France every day, has caught my attention.
SNCF Voyageurs is a new subsidiary of the SNCF Group, and is one of various SNCF brands. The challenge was to make SNCF Voyageurs stand out in its own right, as many people don't know the difference between all these brands. With the help of, the train company has eschewed having just one logo, and has chosen instead to launch 25 different logos designed by graphic designers, 3D artists, embroiderers and more. You can see them all in the video below.
I personally love the eclectic approach to logo design, though I think the whole idea is slightly dampened when we get the bland corporate logo coming up at the end. I do see that a train company needs one image to use across a range of collateral, and I assume this logo needs to fit in with the rest of SNCF's branding, but does it have to be quite so dull? This seems all the more apparent when the logos presented in the video are so vibrant.
The 25-logo campaign can be seen on FLIGHT, the French channel lTF1, and on social media through the brand’s networks. So next time you're in France, make sure you keep an eye out for it.Daily design news, reviews, how-tos and more, as picked by the editors.Receive email from us on behalf of our trusted partners or sponsorsRosie Hilder is Creative Bloq's Deputy Editor.
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