Trenitalia has introduced a new logo and brand identity for its high-speed Frecciarossa services as part of a broader fleet renewal programme that will see 74 new trains enter service by 2030.
Trenitalia CEO and general manager Gianpiero Strisciuglio said: “The new Frecciarossa logo represents an evolution consistent with the industrial path we are pursuing… and it is the symbol of a renewal that accompanies the growth of the brand, focusing on innovation and service quality.”
The updated branding, featuring a redesigned “F” on the train nose and new visual elements across the livery and interiors, will be progressively rolled out across the entire Frecciarossa fleet and all Trenitalia spaces, beginning with Freccia Lounges at Rome Termini and Milan Central stations.
This rebrand coincides with the introduction of new-generation Frecciarossa trains, five of which have now entered service. Designed by Hitachi Rail and manufactured in Pistoia and Naples, the trains feature redesigned interiors, enhanced accessibility features for visually impaired passengers, upgraded seating across all classes, some with wireless charging and reading lights, and a new Bar Bistro car. The new trains are equipped with electric motors and operate at speeds of up to 300 km/h.
According to Trenitalia, the new fleet has been developed to support cross-border services linking Italy with France, Germany, Spain, Austria, Switzerland, the Netherlands and Belgium. Currently, Frecciarossa operates approximately 270 daily services serving more than 130 destinations.
The Italian rail operator last month introduced airline-style dynamic pricing for its 'Freccia' services, which see fares fluctuate based on real-time demand.