Frecciarossa
Premium Mobility Partner
Frecciarossa is the symbol of Italian High-Speed rail and the protagonist of one of the country’s most significant success stories. Precisely because it is a symbol, it goes beyond the dimension of the train and even high-speed rail itself, becoming a unique entity capable of bringing cities, people, and opportunities closer together. The rebranding stems from the Ferrovie dello Stato Italiane Group’s intention to realign and strengthen the identity of its products, following the interventions on the Intercity and Regional brands.
Brand identity. Distinctive features
Frecciarossa draws on a set of distinctive core values: Italianness as a balance between functionality and elegance; style as attention to detail; innovation as investment in technologies that enhance the travel experience; sustainability as a commitment to a responsible model of mobility; care as the human dimension that places the traveler at the center. These words shape the essence of the Frecciarossa brand — a reality that transforms the perception of time and space:
Quality of space + quality of time = quality of life
Brand design. The shape of movement
The rebranding intervention is built around a monogram that represents Frecciarossa, conceived as an iconic element capable of identifying the brand even without the need to spell out its full name. The mark draws its origin from the trains’ livery and takes shape as a slanted “F,” defined by a bold, dynamic stroke that visually conveys movement and a forward-looking momentum.
The monogram is accompanied by a logotype derived from a linear open-source typeface. This choice allows for a unified management of the visual identity, ensuring formal continuity and design control in every expression of the brand, while at the same time ensuring consistency, accessibility, and reproducibility across all materials and communication channels.
Communication design. In the wake of speed
The Pantone Rosso Frecciarossa was created in collaboration with the Pantone Color Institute, becoming the chromatic core of the identity and a distinctive element of the brand. From this red emerge trails, shades, and gradients that expand across every application, evoking acceleration, flow, and the continuity of movement. The color gradations translate speed into visual language, generating a sense of dynamism even across static touchpoints. Altogether, this gives rise to a system that makes visible the compression of time and the shortening of distances.
Sonic identity design. The sound of the brand
Frecciarossa’s sound identity extends the brand beyond the visual realm. Inspired by Morse code—one of the earliest universal languages, closely intertwined with the history of railways—the letter “F” becomes a sonic and luminous pattern, composed in F major. The sound is spatial, iconic, and applicable across stations, events, and urban landscapes; it reinforces the brand’s premium positioning by giving voice to its identity.