SNCF Voyageurs transports people around France with 25 unique logos
Why so many logos?
SNCF Voyageurs is a new subsidiary of the SNCF Group, with 5 million passengers travelling across France every day. But here’s the thing: this large entity, created in 2020, is now facing a small problem—no one has really identified it as a brand in its own right because most people don’t know the difference between the various SNCF brands.
Working with the ROSA PARIS agency, SNCF Voyageurs has reimagined its visual identity, drawing inspiration from the rich diversity of the passengers who travel by train every day.
A new identity that both people and customers can embrace— a visual identity created by and for all the identities of its passengers. But that’s not all. To develop an identity that resonates with passengers and, above all, better targets their interests, we used Converge, a precise data analysis tool.
With this data, 25 unique SNCF Voyageurs logos have been designed by numerous artists who brought their expertise to the project: graphic designers, illustrators, 3D artists, and embroiders. There’s something for everyone: the traveller who likes to read, the traveller who misses the 2000s, the one for whom figures and spreadsheets hold no secrets, the dreamer, the snack-loving traveller, and many others.
All the logos that makeup the brand have been compiled in a short video that brings the concept full circle. The aim is to show that this brand has been designed to move and connect 5 million passengers every day.
The 25-logo campaign can be seen starting 2 January on FLIGHT, the French channel lTF1, and on social media through the brand’s networks.
Credits
Advertisers:
Managing Director: Christophe Fanichet
Head of Communications: Olivier Reinsbach
Brand and Foresight Director: Béatrrice Godineau
Campaign Manager: Lisa Mangin
Agency:
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Creative Director: Julien Saurin
Art Director: Claire Croteau
Copywriter: Diane Desclaux
Vice-President: Delphine Drutel
Associate Director: Camille Courant
Group Manager: Florence Cudian
Head of Production: Elodie Jonquille
TV Producer: Héloise Duquenoy
Production Assistant: Marie Pichon
Communications Director: Lauren Weber
Sound Production: Court-Circuit
Motion Designer: Maxime Tibay, Lynn Rammal
Artists: Studio Jimbo, Morgane Vantorre, Clément Cases, Thomas Jouffrit, Ginevra Grigolo, Killian Maguet, Hust Wilson, Eliott Grunewald, Axel Dureant, Arthur Seguin, Chloé Grienenberger, Studio Horah, Hugo Lucas
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