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...

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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.