Trenitalia

National train operator

Company

Ferrovie Dello Stato Italiane

Category

Scholarship project

Tools

Illustrator Photoshop Aftereffects

Timeline

May - June 2022

Description

Trenitalia is Italy's primary national train operator, providing a wide range of rail services across the country and beyond.

Context

As part of Instituto Modartech's annual scholarship contest, I was tasked with redesigning the logo and visual identity for a brand of my choosing. For my scholarship-winning entry, I proposed a fictitious logo redesign for Trenitalia.

As part of Instituto Modartech's annual scholarship contest, I was tasked with redesigning the logo and visual identity for a brand of my choosing. For my scholarship-winning entry, I proposed a fictitious logo redesign for Trenitalia.

Instituto Modartech

Instituto Modartech

A mockup for an iPhone placed on a table for a job portal app
A mockup for an iPhone placed on a table for a job portal app
A mockup for an iPhone placed on a table for a job portal app
A mockup for an iPhone placed on a table for a job portal app


Problem


For decades, Trenitalia has been Italy’s primary railway service, a nationally recognized brand at the core of the country’s transportation network. Its logo, shared with the FS Group (Ferrovie dello Stato), has remained largely unchanged for over 30 years, with only slight color adjustments—most notably, the shift to the Italian flag colors in 2007—and minor refinements in alignment.


Now, as the company rolls out a new industrial plan to meet modern expectations for safe, accessible, and sustainable travel, I saw it as a crucial moment to reflect this transformation visually. A revamped logo and visual identity would reinforce Trenitalia’s commitment to progress and innovation, aligning its image with its future ambitions.



Process


Redesigning the logo and visual identity of a nationally iconic institution required a thoughtful and research-driven approach. I began by tracing the logo’s evolution over the decades as a shared emblem of the FS Group and Trenitalia, ensuring a deep understanding of its historical significance.


With the redesign, my goal was clear: to modernize the company’s identity in line with its new industrial plan while preserving its heritage. I focused on refining the iconic “F” and “S” letters, ensuring both had equal weight and presence within the design. Through countless sketches and iterations, I also emphasized the train silhouette formed by the initials, maintaining the logo’s connection to the brand’s identity while giving it a stronger, more balanced visual impact.



Result


The result (I feel) is a fresh, dynamic design that honors the history of this nationally established brand while providing a forward-looking identity as it turns the page toward becoming a prime example of modern transportation.


This project earned me first place in the Istituto Modartech Scholarship Contest. 🤙🤙


Full presentation

Full presentation

Full presentation

Full presentation


Personal Reflection


This was my first proper logo redesign—and my first time putting together a full presentation for one—so it was a huge learning experience.


What I Liked:


  • The logo itself strikes a nice balance between honoring Trenitalia’s heritage and giving it a fresh, future-ready feel. It actually looks like it belongs to a company rolling out a big industrial plan, which is a win in my book.

  • The implementation in real-world applications, like the app icon and membership cards, turned out surprisingly polished.

  • Animation! Super tricky, but I’m happy with how it turned out—even if I couldn’t get rid of that one annoying glitch.


What I Could’ve Done Better:


  • Presentation-wise, I definitely overcomplicated the intro slides. I was too focused on making them “pretty” rather than clear and impactful. Less is more. Lesson learned.

  • The typeface. It’s horrible😂. It feels bland, and the letter spacing is through the roof.

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