VR
VR renews its brand – Design and implementation of the new exterior concept for trains in Finland and Sweden
The most visible element of VR’s rebranded identity is the new exterior of the trains. The design objective was to create a reliable, timeless, and clear Scandinavian exterior concept, which integrates cohesively with the digital service channels and the whole physical train environment, such as the interiors. Due to the large scale of the renewal, the new exterior design must remain fresh and relevant for several decades.
A key goal of the new train exterior is to promote brand awareness and increase the popularity of rail travel. The visual appearance renewal supports the images associated with VR: forerunner, cheerful, and cozy. The goal of VR’s brand is to be like a friend to passengers – an approachable, relaxed, and guiding travel companion on whose trains every passenger feels welcome as they are.
Approach
The exterior of the trains is VR’s most visible brand element. The extensive overhaul includes VR trains in both Finland and Sweden, and the design is intended to have a long lifespan.
The design process was carried out on a tight schedule and in seamless collaboration with VR’s highly skilled development team. Given the scope of the renewal and its impact on VR’s brand, the design foundations and objectives had to be defined with particular care.
The design process progressed from initial assessments to the creation of preliminary visual concepts that illustrated not only the overall visual identity but also aspects of guidance and accessibility.
The creation of the new visuals involved listening to the insights of both VR’s passengers and personnel. During the research phase, draft designs of the concept were presented to various target groups, and these interviews provided valuable and diverse perspectives on the expectations and requirements for the train’s exterior. These insights were instrumental in guiding further development and the final design implementation.
”The exterior design of the trains is one of VR’s most visible and longest-lasting brand elements, making its role crucial from both the customer and employee experience perspectives. Working with the skilled team at Pentagon Design was extremely rewarding. Pentagon Design expertly guided the multi-phase project through a tight schedule. The result was a fresh and timeless exterior look, boldly based on VR’s signature green color, with horizontal striping adding a sense of sleekness and speed that perfectly suits the trains.”
– Minna Lampinen, Head of Brand and Marketing of VR
The new look was first implemented in Sweden on long-distance trains operating between Stockholm and Gothenburg.
Result
The visual concept of the renewal revolves around the use of VR’s signature green color, incorporating the brand’s familiar stripe element. The look, transitioning from green to white and back to green, has been achieved solely by utilizing VR’s green brand color.
By varying the width of the horizontal stripes, different shades of green appear, especially when viewed from a distance, creating a strong sense of motion. The diagonal shift in shading further enhances the dynamic appearance of the train.
The new exterior ensures consistent brand visibility and recognition across both commuter and long-distance trains, taking into account different levels of wayfinding and accessibility. The design also supports VR’s goals as an international operator, fostering unity and recognition within rail traffic in both Finland and Sweden.
The new exterior visuals will first be introduced in VR’s new rolling stock: long-distance trains in Sweden during autumn 2024, new night train coaches that will enter service in 2025, SM6 trains previously known as Allegro that will return to service at the end of 2025, and new commuter trains that will start in passenger traffic in 2026.
“Recognisability and distinctiveness are now even more important in the appearance of trains, because our operations are becoming more international and we are preparing for a situation in Finland where several different train companies operate in passenger traffic.”
– Elisa Markula, CEO of VR
