Trenitalia presented the new Frecciarossa brand logo in Milan, marking the beginning of a new phase in the evolution of high-speed trains operated by the state-owned FS group. The change in visual identity comes in parallel with the entry into the fleet of new, latest-generation trains and an extensive investment program.
The official event took place at Milano Centrale station, in the presence of Trenitalia‘s management, including CEO Gianpiero Strisciuglio.
“The new Frecciarossa logo represents an evolution consistent with the industrial path we are following and is the symbol of a renewal that accompanies the growth of the brand, focusing on innovation and service quality,” said Strisciuglio.
He emphasized that the change is linked to the entry into service of new-generation trains, “a symbol of Italian technological and stylistic excellence,” designed for performance, comfort, safety, and sustainability.
Investment of approximately EUR 2 billion
As part of the FS Group’s strategic plan, Trenitalia has allocated approximately EUR 2 billion for the purchase of 74 high-speed trains, which will enter service by 2030.
The new multiple units are designed by Hitachi Rail and are manufactured at its facilities in Pistoia and Naples. The multiple units are designed to run not only in Italy but also on seven European rail networks, reinforcing Frecciarossa’s ambition to expand its international presence.
They can reach a maximum speed of 300 km/h, with approval up to 360 km/h, and are equipped with improved traction systems for increased energy efficiency.
Focus on sustainability and accessibility
In terms of environmental performance, the new trains have a recyclability rate of 97.1% and a material recovery rate of 98.2%. The new generation electric motors contribute to reduced consumption and operational efficiency.
The interiors, designed by Giugiaro Design, introduce new elements compared to previous generations, while retaining the brand’s stylistic identity. The spaces are designed to ensure easy access for people with reduced mobility.
A visual identity inspired by speed
The new logo is derived from the train livery and is based on a letter “F” tilted at 45 degrees, inspired by the shape of an arrow and the aerodynamic profile of the trains. The visual identity will be gradually implemented across the entire Frecciarossa fleet, in lounges, and at all Trenitalia points of contact.
The new identity will be complemented by a brand sound, inspired by Morse code, which will be broadcast in stations and other passenger touchpoints.
The FS Group has also announced the certification of the “Rosso Frecciarossa” shade in collaboration with the Pantone Color Institute to strengthen the brand identity.
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