At the start of the process, we conducted immersive research into the aesthetics of vintage railway badges, tickets and emblems. This inspired the concept for the new visual identity, including the main logo mark, which we crafted into the WSVR monogram. The letters were created using two parallel lines, representing the railway tracks, paired with a rounded geometric sans-serif typeface to complement the monogram style. This sleek, modern design brings the brand forward while acknowledging its heritage and is representative of WSVR’s position as a leader in the South East’s tourism industry.

The vivid, modern colour palette created is fundamental to the new identity. The primary colour palette is made up of a bright red and a rich navy blue, paired with a vibrant secondary colour palette for use across multiple applications. New and playful icons are another key aspect of the brand elements, bringing the visual identity to life across each touchpoint.