Etihad Rail launched in Abu Dhabi, 23 March 2011. (etihadrail.ae)
The railway will be built to link the principle centres of population and industry of the UAE, as well as to form a vital part of the GCC railway network. Built to international standards, Etihad Rail's state-of-the-art network will improve the way people and goods move, opening up new trade corridors and journey opportunities.
Brash Brands has created Etihad Rail's strategic brand with a visual identity that is an iconic and forward thinking embodiment of the rail network. Moving throughout the Emirates, it ultimately evokes the spirit of weaving prosperity for the nation. The streamlined and proud marquee conveys a falcon's head in the shape of the locomotive, moving forward with speed and precision. Its elegant and contemporary design reflects the passion, accuracy and motion of the train. The extended line out to the falcon's head has been created to reinforce the strong forward movement the rail network offers. The primary colours are intrinsically UAE; red, green and black. They have been selected to reflect the pride of a nation; undertaking an epic challenge in creating the new national railway network.
Like Etihad Rail, Brash has its roots in the UAE. "I am immensely proud that the Brash team has helped the UAE federal government realize its ambitions for this iconic and progressive programme by creating, developing and launching the new Etihad Rail brand", said John Brash, Founder and Chief Executive of Brash Brands.
The work was developed in Brash's Dubai and Abu Dhabi offices.
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About Brash Brands
"We believe that great brands touch people, they deliver powerful experiences that people tell stories about."
Brash Brands is a strategic and creative consultancy that helps clients create and build stronger, commercially effective brands. Founded by John Brash in the UAE in May 2007, Brash today has a world-class team with a genuine passion for branding. After 20 years working at some of the world's biggest creative consultancies, John wanted to offer clients a fresh approach; more personal, more agile and more bespoke. Working with Brash is different. It's a combination of strategic insight and creative imagination that helps Brash invent and re-interpret brands that move people and create change.
Headquartered in Dubai, Brash has offices in Abu Dhabi, London, Shanghai and Singapore with associates in Sydney, Istanbul and Venice, Brash also has strategic relationships with Seymour Powell and Oxford Business Group
For the MENA Region contact:
Fahmida.s@brashbrands.com,
T: +971 4 427 0547
For the UK contact:
Duncan.d@brashbrands.com
T: +44(0)7530177938
www.brashbrands.com
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© Press Release 2011
