EUROSTAR
SONIC BRAND
“The Spark"
Through a series of workshops, we worked with Eurostar and Thalys stakeholders to capture the heritage and essence of both brands, whilst evolving them into the future. This is a significant moment in time for Eurostar to progress the way it operates, the sonic brand and visual identity needed to make a bold leap to help the brand achieve its growth objectives and better reflect the role it plays in connecting people through train travel.
OuR Goal
Our goal was to design a sonic brand for the two merging companies that would make a bold statement, support their brand personality and growth goals and more accurately reflect their role in connecting people through rail travel.
Where will I hear the spark?
The new sound will be used on traditional comms; TV, Radio, Online, and also as a station announcement across Europe and on the trains themselves.
Personality
The Sonic “The Spark” is split into two parts: An abstract spark; the four note piano motif with classical vocal - it feels like we’re being propelled forwards at speed. Ending with a blend of guitar, a lyrical vocal phrase, piano and deep bass. The intention was for it to feel European but of no particular country. Fast, light, a hint of luxury but approachable. Functioning as an ear catching branding device but also an essential announcement cue.
Credits
Sonic Brand Development, Creative and Strategy: Zelig Sound
Client: Eurostar
Visual Production, Design, Branding: DesignStudio
with: Julien Queyrane, David Moloney, Steph Wright, Sam Cornwall, Adam Witton, Vitor Cervi, Lucy Aebischer, Cheryl Lee, Natalie Bright, Leo Field, NaN.