Bringing the railway's famous past, to the railway's diverse present

100 years. That's a long time for any brand. And even longer for a railway brand having its well-deserved renaissance. 

But with a brand new fleet of Azuma trains, and a century of service to celebrate, how could you put the two together and create something iconic? Introducing Century’, designed by Sam Jessup Design and celebrating LNER’s people and pioneering approach since the brand first came into being in 1923. 

‘Century’ was the name chosen by LNER colleagues and a special train naming panel, reflecting the sentiment of the pride in LNER’s rich past, its passion for the present and the ambition LNER has for the future - and my challenge was to create a design which reflected that in every way.

Thanks to in-depth research in the National Railway Museum archives, and images submitted from LNER themselves, the design took shape. Solving the problem of not using nameplates was easy - using the LNER 'bodyside band' was the answer - wrapping the images inside the train name, as a timeline, from the glory days of steam, right through to modern Azuma style. Featuring past and present LNER staff didn't go amiss either, as they embraced their role in this celebratory train; plus different images on either side of the train, a treat from whichever angle you look.

The finishing touch? A stripe of gold, right down the whole length of the train - replacing the Azuma's traditional silver. Well, 100 years, it had to be gold!

The overall 'naming' style developed for 'Century' has become the defacto for all LNER named trains, as you'll see below...

You belong to me, you, and everyone

LNER and CALM collaborated, in mid-2023, to launch a newly liveried train, named ‘You Belong’ - the name chosen as creating a sense of belonging is a key part of protecting everyone across the UK against suicide. CALM is there for anyone who's struggling with life, providing life-saving services 365 days a year to ensure no-one ever feels like there's nowhere to turn - a truly worthwhile cause, which demanded a truly unforgettable design.

CALM's brand used a combination of hard angles and bold colourways to create impact and influence, and although this could potential jar against LNER's fixed and formal Azuma style, my design bought the two together in absolute harmony.

One side of the train features CALM's passionate purple (with the other side draped in gracious green) in flashes of colour leading up or and down to the famed LNER logo, with the brand lockup and 'united against suicide' tagline dropping below the silver bodyside stripe. Another LNER train design which, thanks to the efforts of Sam Jessup Design, has become an iconic part of the brand's fleet, and helps spread a life-saving mental health message across the East Coast Main Line route, from London to Edinburgh and beyond.