In December 2015, SNCB is launching its S service, a suburban train service that is part of the Regional Express Network within a 30 km radius of Brussels. To ensure a strong entrance into the market, BBDO developed a clear, strong identity and logo for the new S service, which will offer new connections and services.
Together with SNCB, BBDO Think primarily developed the positioning of the S range within the Regional Express Network. On this basis, the graphic identity and logo were then developed.
The S logo has to be more than a logo. It is to become a landmark in the streetscape indicating where people can catch their S train. It also needs to create greater visibility for train stations in the streets.
The logo has to be immediately clear, impactful and recognisable on timetables and in and around stations and trains.
BBDO’s design succeeded in meeting these requirements. The double S in SNCB blue on a circular, ochre background immediately conveys the right message and is easy to recognise and acknowledge. The logo was well received and praised as a strong identity by the press following its launch on 14 September.
The name ‘S’ was chosen because it is already internationally used for similar services. The design of the S logo makes it easier to get to know and find the product. It is simple, easy, eye-catching, impactful and offers important leverage in SNCB’s information to customers.
The S range launch campaign is to follow in mid-December.