A Train for All Seasons.

Design Challenge: The main goal of this strategy was to establish a recognizable product identity among all trains, to create a strong awareness of Siemens Trains competence and to strengthen the image of Siemens in the marketplace.

Design Solution: DesignworksUSA developed an innovative and comprehensive concept for a distinct Siemens design brand identity across all segments of the next generation of trains.

The main features of the new train family and its unique aesthetics are its high level of modernity and dynamism combined with relaxedness, reliability and familiarity. The clear horizontal construction and the dramatic constructive form language characterize the unconventional appearance of the three train types.

Variations within the family emphasize subtle but important differences in character and function. The regional train displays its unique personality through its steep front face. The InterCity locomotive suggests more elegance, moving through the countryside with a flatter-nosed appearance. And the high-speed train is boldly aglow with visionary styling and its luminous-strip night appearance.

Yet the basic design elements remain the same for all three trains - convex bends responding to gentle, concave lines on hard edges. Contrasts coming together to form a unified, clearly branded whole.