Back on track
From a dusty institution to a customer-oriented company
SJ, or Swedish Rail, caters to some 85,000 passengers each day. Following its maiden journey in 1856, the national operator has become the backbone of Sweden’s infrastructure. Today, trains run on renewable energy and are all marked with the ”Good Environmental Choice” symbol.
Gradual, organic updates of the brand identity encouraged a shift in brand perception – from dusty, state-run institution to a customer-oriented company in step with the times. A custom typeface, softer and more accommodating, for all channels, infographics, a colour scheme inspired by the Swedish countryside and more intimate photography reflected the change in visual direction. Revamped train interiors and a new web site completed the package.
The brand identity helped SJ change tracks – from old-fashioned public transport provider to a brand with the consumer’s best interests at heart.
The identity is also manifested in the train interiors, conceptualized in close collaboration with White Architects.
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