25 Logos, 1 Brand

A new identity that transports people.
It’s a brand that lives up to its name: SNCF Voyageurs is a new subsidiary of the SNCF Group, with 5 million passengers traveling 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. So you do you reveal this brand while resonating with all travelers?
Which version of the logo should you choose?
All of them.
In the graphic landscape of large groups, logo often follow very classic shapes and primary colors. These designs tend to be impersonal and fairly similar. However, working with the ROSA PARIS agency, SNCF Voyageurs has reimagined its visual identity, drawing inspiration and strength from the rich diversity of the passengers who travel by train every day.
A new identity that both people and customers can embrace. In short, it’s 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.
Thanks to this detailed data, no fewer than 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 traveler who likes to read, the traveler who misses the 2000s, the one for whom figures and spreadsheets hold no secrets, the dreamer, the snack-loving traveler, and many others.
All these logos that make up the brand have been compiled in a short video that brings the concept full circle. In short, the aim is to show that this brand ahs 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.