I've never been to Japan, so the design of the railway system isn't something I've given much thought to, but today the West Japan Railway Company (JR West) has announced a rebrand, and it's piqued my interest.
The new brand, by Saffron Brand Consultants, positions the Setouchi region as Japan's 'third destination', behind Tokyo and the Kyoto-Osaka region. The Setouchi area offers visitors a slower, more considered way to experience Japan when compared to more traditionally popular regions. And the result is beautifully calming, quite the opposite of the British Railways logo.
