West Midlands Railway Brand and Identity

As part of the West Midlands franchise specificiation there is a requirement on the operator to develop and impliment a long term brand that will be specified in all future West Midlands rail franchises. This is the first time that a brand has been specified as part of a franchise competition in over 20 years since the MerseyRail franchise.

There has been a 'spirit guide' created for the West Midlands Railway brand which sets out how the brand is to applied by the operator at stations, on trains etc. This can be seen below.