Just what’s in a name at Eurostar as group rebrands as… Eurostar

JACK MENDEL

EUROSTAR has unveiled its new brand identity complete with a logo, symbol and name: Eurostar.

The high-speed rail line’s regeneration includes bringing in French-Belgian highspeed train operator Thalys and Eurostar under one company name, the Eurostar Group.

Announcing the move yesterday, all of its 51 trains will carry a new star symbol by the end of the year, inspired by Etoile du Nord which linked Paris, Brussels and Amsterdam.

Under a single brand, the Eurostar Group will also introduce a loyalty programme covering all destinations, as well as a single booking system.

Eurostar Group’s chief exec Gwendoline Cazenave, who joined on 20 October, said the move “will help us become the backbone of sustainable high-speed rail in Europe, and support us in our ambition to double the number of passengers over the next decade.”