WE MEAN GREEN

BRANDING CAMPAIGN + STRATEGY

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WE ARE NOT REINVENTING THE WHEEL

The We Mean Green Campaign was "over designed". The new brand should have brought confidence that Britain's Railways would soon be something to be proud of again, instead, we got a confused brand that "reinvented" the double arrow. Instead of worrying about something that doesn't need reinventing, Elliot's design focuses on creating a more designed brand around the double arrow, respecting the British Rail Identity and setting precedent for a green future with the core proud values of our railways of the past. British Railways is changing, the double arrow is not...

Clever design language carries through every campaign of Great British Railways, from We Mean Green to Intercity. A modern geometric design is based on the balance of shapes and angles and weight of the classic double arrows. In essence, a layered type look also reflects how the brand is built on the old and proud principles of British Railways.