Overhaul for ScotRail brand

Saatchi & Saatchi Design is creating a new identity for Scot-Rail, the last of the 25 rail franchises sold off by the Conservative Government.

The consultancy won an un-paid creative pitch against Greenfinch in Dundee and Randak Design in Glasgow.

The franchise is operated by National Express Group, which owns four other lines, including Midland Main Line, Silver Link and Central Trains, all of which have been worked on by Saatchi & Saatchi Design. National Express also runs the Gatwick Express franchise.

The consultancy will redesign train liveries, literature, signage and corporate communications, as well as reviewing the marque and corporate guidelines.

ScotRail’s new branding will roll out this summer.