Eurail has unveiled a new visual identity that pays tribute to its heritage while embracing what’s to come for rail travel.
Eurail gives travellers from all over the world the opportunity to experience flexible, borderless train travel across Europe. With a Eurail or Interrail Pass (for non-European and European citizens respectively), travellers of all ages can use an expansive network of train and ferry connections to travel in and between up to 33 countries. The Eurail and Interrail Pass remains as relevant and popular today as when they were first introduced in 1959 and 1972.
This design project is a partnership between Eurail and their Amsterdam-based brand agency, Fitzroy; and is an extension of work they have completed together since 2020 which includes an updated brand and creative strategy. The final design product is a true embodiment of the brand’s essence – capturing the curiosity to travel with a Eurail or Interrail Pass.
Eurail’s products have been built on decades of brand-name recognition – the Eurail Pass and Interrail Pass – Eurailing and Interrailing even becoming verbs in their own right. With the launch of the new design, the company strives to build visual recognition alongside product recognition to bolster the impact of their marketing activities and remain unique in a highly competitive travel landscape.
Importantly, Eurail now has a design that meets the current demands of marketing in a digital-first age allowing it to remain top of mind and relevant in the highly competitive European travel market. Since 2020, Eurail has offered a Mobile Pass alongside its traditional paper Pass and it is clearly a product Eurail audiences have an appetite for – given that now over 92% of Pass sales via Eurail.com and Interrail.eu are for a mobile Pass.
Sitting at an extraordinary crossroad between a strong heritage and a bright future of opportunity, Eurail’s fresh new identity system is grounded in its brand values of curiosity, flexibility and openness allowing it to be recognised and cherished by a global audience.