Italo
A new italian story
NTV, Nuovo Trasporto Viaggiatori, was established with the goal of competing on Italy’s high-speed rail lines, following the liberalization of the railway sector within the European Union. Italo, the brand name chosen through an online public competition, is the commercial identity of the service, tasked with breaking the status quo of the incumbent operator.
Brand Identity. Simplicity and elegance on board
To assert its position as a player that is attentive to its customers’ expectations, with a friendly and almost familiar style, a classic Italian name was chosen along with a mascot logo designed to create empathy.
At the heart of the project are the “informal” simplicity of the name and icon logo, the elegant impact of the train’s livery, the balanced branding and customization of the carriage interiors, and a focus on sustainability in the packaging of catering products.
Brand design Speed with a friendly face
The symbol that accompanies the Italo brand is a hare depicted in mid-leap. Its profile silhouette conveys messages of speed and agility—qualities intrinsic to the service and easily recognizable by all audiences, both adults and children, Italian and international alike. The simplicity of the design communicates a sense of strength and lightness, faithfully reflecting the innovative spirit of the new train and customer expectations: Italo is fast, safe, environmentally friendly, and, thanks to its performance, brings everything closer together. The hare, universally and across all cultures, is also a symbol of friendliness, playfulness, and reassurance, thanks to its gentle and mild nature. It is the friend who accompanies you on your journey and whom you can trust. Above all, it is the protagonist of a new Italian story.
The letters that make up the Italo logotype were custom-designed to harmonize with the symbol and to reinforce the brand’s sense of warmth and connection.
Communication design. Italo’s chromatic signature
The bordeaux and gold colors are the foundation of Italo’s identity: full of character and elegance, they define the train liveries, feature in the carriage interiors, and more broadly shape the brand language across all communication channels and materials.
Signage & Wayfinding design. The visual journey in stations
Italo’s signage system in railway stations is designed to ensure clarity, consistency, and easy recognition. It uses the brand’s signature colors and essential icons that are stylistically aligned with the brand identity. The modular and orderly layout is designed to guide passengers smoothly along the entire journey, from the ticket office to the platform.
