Landor & Fitch rebrands Eurotunnel Le Shuttle
Now named LeShuttle, the service hopes to present itself as an easier, greener alternative to air travel with a new “progressive” logo and “innovative” colour palette.
Landor & Fitch has rebranded Eurotunnel Le Shuttle with the revised name Le Shuttle and created a new wordmark in a monochrome colour palette as it seeks to attract new travellers.
LeShuttle is a railway shuttle service that carries both passengers and vehicles between France and the UK. The change comes as part of a wider strategy to rethink the Channel Tunnel experience over the next decade, according to Landor & Fitch.
Having been involved in designing the outgoing Eurotunnel Le Shuttle identity in 1996, Landor & Fitch was asked to take part in a pitch.
In a bid to separate the infrastructure (the tunnel) from the service (the railway shuttle) Landor & Fitch simplified the name to LeShuttle. Previously there had been confusion between Eurotunnel and Eurostar “owing to the similarity of the names”, says Landor & Fitch executive creative director Graham Sykes.