Russian Railways began re-branding in 2003 and shortly became one of the most ambitious projects from the outset. Russian Railways is one of the oldest logistics and transport companies in the world employing over 1.3 million people. A multi-profile organisation, it provides 40% of all passenger and courier transport in the country, and also logistics, tourism, development, telecommunications and healthcare services.

In summer 2007 Mildberry was asked to develop the visual identity system. At this time the new logo had been selected and approved – the previous version having had hardly any changes since 1932 – and this was to form the basis for all ongoing development.

Our approach began by scoping the entire brand architecture, developing visual brand systems and key graphic devices, designed to extend and support the revised company logo, to form a vibrant, involving, attractive and unique company identity and style.

Working swiftly and in close collaboration with the Russian Railways re-branding team Mildberry synchronised the brand architecture and the strategy of its visual identity development throughout all areas.

No easy task as the re-branding was taking place in parallel with considerable restructuring and diversification of the Russian Railways operations, therefore all new aspects, inputs, and objectives required immediate integration and incorporation throughout the business, effectively.

Eight brand identity concepts were developed, which demonstrated the direction of the identity across the Russian Railways masterbrand, incorporating two core business divisions: Passenger and Cargo.

Following a successful conceptual presentation to the President of Russian Railways, the project gained further momentum, evolving into a complete brand management and testing of selected concepts, which were further combined with various ideas to ensure the new dynamic of the Company, and its new structure were accurately reflected.

Following this stage of intense activity the final approved brand idea entitled “New level development” emerged as the winning concept, containing two key insights which were to form the basis of the direction going forward: Dynamic motion and new levels of achievement.

The key identity elements to support this concept were then produced including a sophisticated system of additional supra-graphics for the revised logo, to ensure a bright, complex and engaging communication of the master brand was delivered consistently throughout the entire programme.

Included within the solution are links with it’s past – taking these forward visually, sharing existing colours and introducing new more contemporary accents to reflect the changing nature of the business and its relevance for the future.

The new brand identity defines Russian Railways, its business diversification and drive towards a new level of dynamic growth, clearly expressing its significant role and position at the centre of Russia’s economy and cultural diversity.

The Russian Railways brand identity continues to accelerate and expand into new areas and our guidelines provide the basis for this and the many exciting challenges ahead.