Oslo, Norway

“Our design work for the physical appearance of the trains represents Flytoget’s determined and reliable journey model,” commented Jeremy White, Director of Transport at Seymourpowell.

“We applied the same design narrative to all of the touchpoints—from the simplicity of how the ticket looks and feels, to the train and airport experience. When designing the trains, we wanted them to look strong and powerful, with a character that could easily survive a cold Norwegian winter. The interior was driven by a client who understood the power of design and shared our ambition to create a train that was both purposeful and elegant.”

Seymourpowell has transformed the Flytoget experience for the modern user, including the creation of a new brand identity, wayfinding system & app, and interior & exterior designs for its new fleet of trains.

Extensive passenger journey and competitor research have allowed Seymourpowell to create an experience that celebrates Flytoget’s reliable service, premium, and un-intrusive customer services while providing a calming atmosphere for passengers.

The new iconography produced supports Flytoget’s distinct communication style, creating stand-out silhouettes with Nordic sensibility.

Bold and precise, the new icons communicate information with charming clarity in all situations.

Graphical wit empowers instructional information to be captivating, ensuring our key messages do not go unnoticed.

The station environments were designed to be overt, pulling people towards the brand. The ticket machines and station fixtures work as both spatial markers and wayfinding aids.

Seymourpowell’s vision was for a purposeful duality between the exterior and interior. Stepping inside, the interior uses domestic colors and materials to create a comfortable bubble of calm.

Relaxing neutrals and light washes create an ambiance of ease and tranquillity.

Dialing down the iconic orange was a conscious decision in order to separate the world of signals and way-finding from the train journey itself.

Instead, the orange was expressed through the use of copper details.

Viewed from outside, its commanding iconic form stands proud on the platform, signaling a robust and reliable ride that confirms to travelers they have made the right choice.

Seymourpowell defined digital guidelines that embody the strategic direction “Efficient Tranquillity” by creating interactions that are blissfully frictionless.

Sometimes users want fast and rational interactions with the Flytoget brand, at other times they want participatory and emotionally engaging experiences.

The new logo was rolled out across all touchpoints of the brand in 2018. 

The new identity presents Flytoget as a company with a foot in both the rail and air travel markets.

A flexible identity system that lives equally well in its printed, digital and physical forms. Orange in particular is a key signifier for the brand and provides great stand-out—not least in the busy environments in which they operate.

The extraordinary staff also needed extraordinary clothing. Seymourpowell worked with Flytoget to create uniforms that are a cut above the rest, distinguishing the brand amongst the crowd.

They convey a calm authority that reassures passengers they are in safe hands and empowers staff to perform at the top of their game.

An orange wink was added to clothing ensuring they reflect the warmth inherent in the brand’s colour.

Flytoget are a distinctive brand, every little detail showcases their values.

“Flytoget represents a project that required each area of expertise from the Seymourpowell team, from the physical design of the train exteriors and interiors, right through to the thorough brand redesign and experience overhaul executed in line with Flytoget’s new brand DNA,” explained Mariel Brown, Director of Foresight at Seymourpowell.

“We wanted to coin the phrase ‘Efficient Tranquility’ to define the magic that sits at the heart of the Flytoget brand experience, which became the central creative idea that informed every manifestation of the Flytoget brand from the website and app to station wayfinding, ticketing, staff uniforms, and the train.”

Project: Flytoget
Designers: Seymourpowell
Client: Flytoget AS