Ride with a Smile
Client: Longitude Holding (Arenaways)
Train: Pesa Atribo ATR220
Responsibilities: Automotive Styling, Logo & Brand design
Designers: Bastian Vogelvanger and Simon Wijnakker
Its early 2025, and Italian open-access operator Arenaways made its triumphant return to the Italian network. The company, which had already existed in a different iteration 14 years prior, tasked Railcolordesign with a full overhaul of its brand, including a brand new livery.
In 2024, the news came that Arenaways would operate two regional branch lines in the Piedmont region of Italy. 4 used Pesa Atribo ATR220 trains would come from a different operator, and would need a full visual overhaul. Our design team set to work to transform these rather bland looking units, with striking and practical new design. Not only on the outside, but the inside too.
A new logo and branding were developed, featuring a distinctive icon incorporating a stylized "AW." The livery was carefully designed to reinforce the Arenaways brand in the market. With the bold new logo and deep blue accents, the design conveys a sense of speed rarely seen in regional trains. Additionally, the inclusion of a smile on the front of the train gives it a welcoming and playful character.
The livery was created with future expansion in mind, ensuring a cohesive look across different train models. To achieve this, we tested the design on multiple train types, guaranteeing consistency across the entire fleet.
A key design principle in livery development is prioritizing the traveler’s experience. By incorporating clearly marked doors and designated areas for bikes, wheelchairs, and prams with large, easily identifiable colored sections, we enhanced both accessibility and functionality. These intuitive wayfinding elements extend into the train’s interior, ensuring a seamless and user-friendly experience for passengers.
Our Railcolordesign team was also tasked with creating a flexible branding solution for Arenaways. Bright yellows and blues help the brand stand out opposed to competitors in the Italian market. Here too a focus was made on creating a flexible key visuals that can grow along with the company in the future.
Project partners:
- Project Management: Matteo Arena
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