There's nothing like a radical logo redesign to start a debate, and Le Shuttle – sorry, it's now LeShuttle – has certainly done that. It's a very different look for the Channel Tunnel railway service. It's sleek and very now (detouring via the 1920s).
The new logo drops Le Shuttle's nationalistic red and blue for a more universal Uber-like white on black, emphasising speed, efficiency and modernity (complemented by 'Electric Lavendar' highlights in wider branding). But is it readable? (see our tips on how to design a logo for ideas for your own work).
Au revoir Eurotunnel Le Shuttle, bonjour LeShuttle (Image credit: LeShuttle)
What's with all the hate on railway logo redesigns? The new Eurostar logo attracted a freight train of criticism early in the year – unfairly, we thought. Now it's the turn of LeShuttle, the railway shuttle service for vehicles and passengers that runs between France's Coquelles in Pas-de-Calais, and Cheriton in Kent in the United Kingdom.
The brand revamp from Landor & Fitch, who also worked on the previous identity, sees the name change from Eurotunnel Le Shuttle to LeShuttle to try to avoid confusion with Eurostar. The agency went for a wordmark with a ligature joining the 'L' and 'S' to represent a journey on the underwater tunnel. There are also tunnel shapes for the letter 'e', and in some applications, the 'S' is stretched out to convey a sensation of motion through said tunnel.
LeShuttle logo applications (Image credit: LeShuttle)
The LeShuttle logo looks sleek, and the type does instantly make one think of a train – at least it does for me. The feeling of movement is emphasised in the animated logo, which conveys a sensation of rapid transit (see the tweet below).
All engines running. The countdown to launch has begun! Prepare to experience the extraordinary. pic.twitter.com/lILNaaHIekMay 12, 2023
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But some people aren't sure about it at all, especially in real-world physical applications. "Seriously. This is bad. Look at the horrific lack of contrast/lack of readability with the signage," one person wrote on Twitter. Others see it as bland. "Eurotunnel was a far better name, and the branding a million times better than this bland mess!" one person wrote.
That’s… odd. Would love to see the slide deck that justified it all!May 12, 2023
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For more recent logo redesigns, see how an agency fixed the Warner Bros logo and how the splat was brought back in the new Nickelodeon logo.
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Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.
