In a major but subtle initiative, Eurotunnel‘s Le Shuttle Freight has been rebranded as LeShuttle Freight.
The rebranding reflects parent-company Getlink’s ambition to deliver, the safest, fastest, and most reliable and carbon environmental-friendly service to cross the Channel, and is .part of a full brand evolution across both its freight and car passenger services,
Along with the rebranding, a distinctive new identity embodies the simplicity, ease, and efficiency with which Le Shuttle operates and paves the way for a period of exciting modernisation for cross-channel freight.
LeShuttle Freight’s new logo visually represents what sets it apart, including its speed, efficiency, and driver care, as well as referencing the feat of the tunnel’s infrastructure. Connected elongated letterforms represent the movement of goods through the two tunnels, and the connections in the logo communicate the ease and efficiency with which LeShuttle Freight operates between England and France.
LeShuttle originally incorporated the colours of the French and British flags;, but the new colours focus on what unites the two countries, rather than what sets them apart. The primary palette is one of the premium monochromes that provide a sophisticated background for secondary and tertiary palettes to shine. An aqua palette, with the core colour Vivid Aqua, represents the stability, peace, and tranquillity of the journey, and four accent colours, named The Beauty of Europe, have been inspired by the scenery of European travels.
Since it began operations in 1994, over 700 million tonnes of goods have been transported through the tunnel on one of 15 800m-long truck shuttles, which carry up to 32 trucks and travel at 140km/h on a 35-minute journey.
Last year, LeShuttle Freight announced a milestone with the 33 millionth truck to cross the Channel aboard its Shuttle. It is a vital link in many supply chains, carrying 25% of the goods entering the UK thanks to the speed, ease and flexibility of the service with up to six departures per hour.
LeShuttle Freight is the only cross-channel operator to publish an annual carbon footprint report and is by far the most environmentally friendly cross-Channel service. A truck travelling on a Shuttle emits 12 times fewer greenhouse gases than travelling by ferry.
Deborah Merrens, CCO of LeShuttle, said “LeShuttle Freight has been serving customers for almost 30 years, and during that time has built an indisputable reputation for its fast and reliable service.
“We are incredibly proud of our journey so far and this next step in our evolution perfectly reflects our heritage as much as the direction we are taking in our growth strategy, innovation in customer experience, and reducing our environmental footprint.
“Our goal is to continue to provide a smooth, efficient travel experience that is tailored to the needs and preferences of today’s customers, and we believe our rebranding initiative will resonate with all new generations of transport professionals”.
Responses
Utter BILGE!! If the bosses really believe that a change of logo is going to make the slightest difference to what the company does, how it does, or how customers perceive the company, they’re a prime target for anyone selling time shares in Buckingham Palace.
I’ve no doubt, though, that some marketing consultants have well and truly ripped them off to come up with this “next step in our evolution”.
“The primary palette is one of the premium monochromes that provide a sophisticated background . . . ”
You mean it’s in black and white?
Forget about your ‘corporate image’, you numbskulls; provide a service which the customer wants, at a price they can afford, and they won’t give a damn about your precious logo.
Evidence? JCB is now the biggest manufacturer of back-hoe diggers in the world, with massive export earnings – and what got them there and KEEPS them there is a quality product with superb after-sales service – not playing silly beggars with their name and logo.