• Transform magazine
  • May 26, 2019


Adapting for mobile users

trainline logo.png

thetrainline.com, the go-to website for train times, live information and tickets, has dropped the ‘the’ and the ‘.com’ from its brand name and overhauled its visual identity.

This change is largely a consequence of the growing number of people that access its services via mobile. A new app, as well as website, will accompany the new brand.

The Trainline rebrand was conducted by Studio Blackburn, who came up with the brand concept ‘smarter journeys’. The London-based brand design consultancy also created a logotype, look and feel with a unique typeface that ensures Trainline is immediately recognisable. A modified ‘t’ symbol allegedly represents routes and the meeting of customers with smart technology.

Clare Gilmartin, CEO at Trainline, says, “Trainline has been changing with our customers, but our brand has not reflected that. Our mission is to help people travel smarter, and by using their phones they can enjoy the advantages of saving money by buying in advance and ensuring they have real time travel updates during their journey. It naturally followed that we change our brand look and feel to meet our customers’ expectations. We have changed our name from “thetrainline.com” to the simpler ‘Trainline’.  It represents a host of new features that’ll make train travel even smarter for our customers.”

Sales of mobile tickets on Trainline are growing over 100% annually, dropping the .com better reflects Trainline’s multi-channel offering and modernises the brand.