The latest marketing news has confirmed Eurostar’s intention to update its logo, in line with its complete service and product overhaul.

According to Marketing Week, Eurostar has replaced its lower-case logo with a more refined offering; instead using an all-upper-case font.

Furthermore, the new branding saw the three-line graphic replaced with a larger, lower-case ‘e’. The three lines previously used in the logo were there to represent Eurostar’s three locations – France, Belgium and England. However in line with the “commercial freedom” now afforded to Eurostar, these have been scrapped.

The freedom cited by Eurostar refers to the law allowing train operators to run their services from any location within the EU.

Eurostar’s new logo is part of a wider branding, service and products overhaul; which will see mobile ticketing and flexible ticketing options offered to its Business Premier and Economy users respectively. In order to promote the changes, the train operator is set to enlist the help of a few celebrity pals.

‘Pulp’ front man Jarvis Cocker has already lent a hand to Eurostar, dishing out culture advice to passengers; whilst a celebrity chef (as yet unnamed) is also set to sign on to the campaign.

Business Traveller reported that from April 5th, the logo will go live on the train operator’s website.

A spokesperson for Eurostar, commercial director Nick Mercer, made a statement regarding the move. He claimed it would help cement Eurostar’s reputation as a leisure operator: “We want to make Europe’s most loved travel experience.”

“Why can’t you make travel and the experience of travelling in Europe [an] enjoyable thing, and differentiate it from airlines and train operators?”

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