Travel & Tourism / SJ
Back on track
Swedish Rail’s monopoly was deregulated in 2009, with SJ quickly facing stiff competition from a variety of operators. However, the visual identity failed to reflect changing times – the company seemingly backtracking instead of moving forward. SJ’s grand vision – to get us all to take the train – was in desperate need of a personal touch.
The images evoke experiences of journeys, their destinations – as opposed to tired visuals of trains flashing by.
Gradual, organic updates of the visual identity encouraged a shift in brand perception – from dusty, state-run institution to a customer-oriented company in step with the times. Clear instructions were issued on when and how to use the existing logo. We also created a typeface, softer and more accommodating, for all channels. Info graphics, a colour scheme inspired by the Swedish countryside and more intimate photography reflected the change in visual direction. Revamped train interiors and a new web site completed the package.
The new visual identity is helping SJ change tracks – from old-fashioned public transport provider to a brand with the consumer’s best interests at heart.