Heathrow Express TV rebrands to reflect service’s role as ‘gateway’

Global entertainment and aviation media specialist Spafax has produced a new creative strategy, visual identity and branded content for Heathrow Express TV, which entertains passengers travelling onboard from London Heathrow Airport to London Paddington station.

The rebrand and new creative strategy reflects the service’s role as a gateway, creating the tagline ‘Connecting London with the World.’ The new brand aims to be a minimalist and modern experience that visually transports passengers around the world, explains commercial strategy lead at Heathrow Express Karan Suri.

Taking inspiration from the classic Heathrow purple, the creative team explored the play of light in tunnels and modern travel user interface design, but it was the Heathrow Express logo roundel that created the ‘aha’ moment.

“We imagined the Heathrow Express journey as a portal that takes you from London to other countries around the world. The

prominent neon circles throughout the visual identity marry this portal concept with the iconic Heathrow Express logo,” says Jonathan Gilbert, VP of digital content and development at Spafax.

The new onboard information system provides automated content updates over cell modem, with content scheduled dynamically according to smart triggers onboard the train. Spafax also developed a clear, concise and accessible suite of onboard information videos, from destination announcements to onboard safety, upgrades and sales messages. All of these videos work individually and in tandem, enabling dynamic scheduling.

“Beyond integrating the new brand identity across passenger communications, we wanted to provide Heathrow Express customers a sense reassurance on their journey. Clarity and timing of information was a key part of our strategy,” adds Gilbert.