In order to deliver an identity that could celebrate GWR’s past and present, Pentagram developed a brand personality that expresses a balance between prestigious and straightforward.
‘Prestigious’ relates to GWR’s historic reputation, whilst ‘straightforward’ relates to the role of rail travel as a relevant, democratic service for everyone. The new mark is a continuation of the brand's original insignia, a representation of how the company would have naturally evolved from1948. The primary brand colour is a bespoke green, based on the original ‘dark holly green’ used by GWR.
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