New image. Renfe has renewed the visual identity of the AVE brand and has released a new logo, coinciding with the 30th anniversary of the first high-speed train in Spain, which began its operations on April 21, 1992 between Madrid and Seville. The operator defends in a statement that this new identity “looks to the future, but without forgetting those initial roots that have identified it for 30 years and that make AVE one of the most recognized products in Spain”.
For this reason, AVE’s new visual identity is a ‘restyling’ or renewal of the existing image to date, in order to reflect its trajectory throughout the last 30 years and adapt to a new brand positioning. Last January, Renfe launched an ideas competition, open to any agency and company, to renew the image of the AVE brand, to which more than 50 creative, design and advertising agencies participated, and whose The winner was the advertising agency TRUPP, from Bilbao.
Visually, the logo maintains the emphasis on the central letter of the brand, the ‘V’, presenting itself as a metaphor for the confluence of paths, of people, of experiences and encounters, being able to be used as an isolated isotype in some representations and supports. AVE is currently undergoing a renewal process with which it intends to approach new audiences and expand its number of users, becoming a more accessible product and offering greater flexibility in its commercial offer, which It can be adapted to the needs of different travelers.
“With these new changes, the visual identity is also adapted to continue being a modern and current brandwilling to continue competing as the leader in transport in Spain, and maintaining its attributes of commitment, leadership, excellence, proximity and flexibility”, he argues.
At the same time, Renfe has reinforced the legal protection of the AVE brand, whose rights are registered in the Community Brand Office, with its recent incorporation to the Association for the Defense of the Brand (Andema), which defends the trademark rights of companies in Spain. Likewise, AVE is considered a ‘Renamed Brand’, which confers a special degree of legal protection, and has been named ‘Ambassador of the Spain Brand’ by the Leading Brands of Spain Forum.
Among the attributes of AVE that Renfe intends to highlight is the voluntary commitment to punctuality, a fact that stands out as a differential as it is the European company with the most beneficial compensation system for its customersrefunding 100% of the amount of the AVE ticket in delays of more than 30 minutes, and 50% of the amount of the ticket in delays of more than 15 minutes, far exceeding the minimum European regulations.
Source: LA INFORMACIÓN – Lo último by www.lainformacion.com.
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