Roundel to put Govia identity back on track

London design consultancy Roundel is to rebrand Govia, the UK rail joint venture that is set to take the South Central rail franchise from Connex South Central.

The name selected by Govia for the franchise bid is The New Southern Railway, and all identity work – including liveries and station environments – is to be created around this name.

Roundel was asked to develop a branding and information strategy to facilitate the bid submission. It has also undertaken some exploratory work on branding and livery design now that Govia has been confirmed as the “preferred bidder” for the main London-to-Brighton line and central south London routes.

The time-frame involved in switching from Connex South Central to Govia’s The Southern brand could take up to 18 months to complete, says Martin Walter, director of marketing for the Go-Ahead Group which has a 65 per cent stake in Govia. “It’s about ensuring that the detail is pinned down in terms of cost and timeframes and that everyone delivers on their promises,” he says.

New liveries will be applied over a period of two to three years as old trains are replaced – 138 four-car trains will be introduced by 2004. Roundel was not involved in a formal pitch situation to secure the contract.

According to Roundel partner Mike Denny, the project is a chance to show how the creation of a strong, positive identity can benefit rail operators. “Privatisation of the rail network was a really good opportunity to show what design could do but this has largely failed. We want to provide a benchmark in showing how design can help in the provision of rail services,” he says.

The Southern is the name of the railway that served the south of England during the 1920s and 1930s and was one of the first companies to create a corporate public relations department.

This emphasis on communication, explains Denny, has been a good starting point as Roundel presses ahead with agreement on an identity programme including work on a new logo.