Network Rail Design & Branding NETWORK RAIL VISUAL IDENTITY by The Partners

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Industry Railways
Media Design & Branding
Market United Kingdom
Agency The Partners
Designer Alex Woolley, Sam Griffiths
Released April 2010

Credits & Description

Category: Consumer Services
Advertiser: NETWORK RAIL
Product/Service: NETWORK RAIL
Date of First Appearance: Apr 10 2010
Chief Executive Officer: Jim Prior (The Partners)
Creative Partner: Greg Quinton (The Partners)
Creative Consultant: Nick Clark (The Partners)
Designer: Sam Griffiths (The Partners)
Designer: Alex Woolley (The Partners)
Account Manager: Donna Hemley (The Partners)
Project Manager: Patricia Rodriguez (The Partners)
Media placement: Station Posters - In NR Owned Stations Throughout The UK - June 2010
Media placement: To Let Boards - Across The UK - August 2010
Media placement: Vans - Prototype Stage - September 2010

Describe the brief from the client
Network Rail owns and operates the UK rail system, one of the most complex in the world.
The problem was that no-one knew or cared. Our job was to give them a way of communicating that could help them transform perceptions.

Describe the challenges and key objectives
We aimed to make their communications more visible, more helpful, more efficient. A challenge was that as a publicly funded body there was not a large budget for communications, particularly advertising. Their audience is in a hurry, they just want to get where they’re going.

Describe how you arrived at the final design
Simplicity was the key.

We developed a frame that places the logo at the heart of any communication, communicating confidence. Iconography links through the brand – communicating quickly, efficiently and universally. It makes the station posters clear and helpful; the breadth of their property offer distinct and gives their vans purpose.

Give some indication of how successful the outcome was in the market
The identity has been rolled out across the country, raising their profile. Their communications are far more visible, helpful and efficient.