Gatwick Express had been providing a non-stop service between Central London and Gatwick since 1984. But the brand was out of date – meaning passengers felt its high price point wasn’t justified.
We recognised that whether travelling for business or pleasure, customers were looking for a cool, calm and connected experience. A confident expert that could get them to where they need to be – on time and in comfort.
We lost the clutter and made our new logo all about clarity. The mix of cusps and curves brought a sense of calm to the brand. And the ‘G’ and ‘X felt seamlessly connected and simple. We brought this sense of clarity to all the brand communications – including tone of voice and photography.
“Elmwood has set us up with a fantastic looking, future-proof brand which has energised staff across the business. It’s great to work with such a passionate team, pushing our comfort zone boundaries, and accommodating feedback and constraints with ease.”