All Aboard Florida introduces new brand identity: ‘Brightline’



In developing the brand and product offering, the company tapped award-winning architect David Rockwell and his firm Rockwell Group. (Source: All Aboard Florida)

Press release from All Aboard Florida:

All Aboard Florida, developer of the only privately-owned

and operated passenger rail service in the United States, has introduced Brightline,

the express train travel service that will connect the major cities of south and central

Florida along a 235-mile route. At an event held on the construction site for

MiamiCentral, the new downtown transportation hub and mixed-use urban development

in the heart of Miami, the company revealed the new Brightline brand identity and

previewed the innovative trains that are the centerpiece of the new service. The brand

launch presents a bright and optimistic view of the future for the millions of residents

and tourists who crisscross the state’s highways and skyways annually by offering an

important new travel alternative in Florida.


“With the introduction of Brightline, we set out to reinvent what traveling by train can

mean in America, making it a forward-leaning solution that is a smarter alternative to

more cars on crowded roads,” said Michael Reininger, president of All Aboard Florida.

“Brightline is built to be an intuitive transportation option aligned with the emerging

preferences of our customers for mass transit solutions and keyed to providing access

to the primary destinations of Florida’s residents and visitors alike. With the

extraordinary design expertise of Rockwell Group, we’ve blended train travel and

hospitality, creating a new and innovative travel experience focused on providing

customer service that extends well beyond the trains and stations.”


The express inter-city Brightline trains are being built in California by Siemens and –

indicative of the new identity – will each be adorned in a spectrum of five distinct colors:

BrightRed, BrightOrange, BrightGreen, BrightBlue and BrightPink, led by BrightYellow

locomotives. “Typically, trains have been one color, either gray or silver, and tend to

blend into the background,” added Reininger. “As our trains pull into the stations, their

colorful entry will be another way that Brightline takes the gray out of travel.”

Making the journey in three hours – faster than by car and comparable to total air-travel

time, Brightline will make frequent departures and deliver a relaxed travel experience,

providing a savvy alternative to Florida’s crowded highways and airports. Brightline will

dramatically ease that congestion, as well as present comforts and amenities valued by

people on the go today such as convenient booking options, roomy and reserved

onboard seating, free Wifi, on-board and in-station food and beverage selections and

easy local transit connections.


As part of the launch, the company also introduced its consumer website: along with specific social media sites including Facebook and

Twitter. “On our website and social channels, consumers can learn more about our

brand and how we are looking at everything through the lens of our customer who is

challenged today with limited options for travel. We are setting the expectation of what

we are going to deliver which will be smart travel with purposeful design,” said



Welcoming Travel Partners

Travel agents and wholesalers will benefit from the ability to provide their customers

with customized Brightline promotions and travel packages. “Brightline gives travel

partners a smart solution for a multitude of travelers’ needs,” said Julie Edwards,

Brightline’s chief marketing officer. “We encourage travel partners both in the U.S. and

around the world to work with us well in advance of launch to ensure that they are

taking full advantage of this incredible new travel alternative, seamlessly connecting

major destinations within Florida.”

By uniting South and Central Florida so easily, Brightline is also driving the creation of

dynamic new mobility-centric urban centers in Miami, Fort Lauderdale and West Palm

Beach at or near the cities’ stations, designed by Skidmore, Owings and Merrill (SOM)

in association with Zyscovich Architects. These vibrant neighborhoods, featuring

residences, offices and hospitality venues, are expected to be destinations themselves,

as travelers and locals flock to city centers to enjoy amenities. Construction has begun

on all three stations. The Orlando station will be located within Orlando International

Airport’s new South Intermodal Center, where, when completed, will place train travelers

steps away from air and local transit connections.

More information regarding Brightline’s branding, train interiors, services and amenities,

as well as ticket pricing and packages, will be released over the coming months, leading

up to the launch of the first phase of service in mid-2017.


About Rockwell Group/LAB at Rockwell Group:

Rockwell Group is an award-winning, cross-disciplinary architecture and design practice

based in New York with satellite offices in Madrid and Shanghai. The firm crafts a

unique narrative for each project through the intersection of theater and architecture.

Projects include Nobu restaurants and hotels worldwide; The New York EDITION; TED

Theater (Vancouver, BC); W Hotels (New York, Paris, Singapore, and Vieques);

NeueHouse (New York, Los Angeles and London); Newark Airport Terminal C dining

venues; The Cosmopolitan of Las Vegas; OMNIA (Las Vegas and San Diego); set

design for Sylvia, On The Twentieth Century, Kinky Boots and Hairspray, and the

Academy Awards (2009, 2010).

The LAB at Rockwell Group is a design innovation studio that merges strategic insights

and interactive technology to create unexpected user experiences. Working closely with

our strategy and architecture teams, we develop playful yet sophisticated designs that

focus on connecting people in a memorable, immersive experience. Projects and clients

include Google worldwide, Intel, TAO Downtown (New York), Facebook, and Vista at

Caesars Palace (Las Vegas).


About Brightline

Brightline is an express train travel service that will connect Miami, Fort Lauderdale,

West Palm Beach and Orlando in ways that redefine leisure and business travel.

Seamlessly connecting passengers to new urban centers in Florida’s top destination

cities, Brightline offers residents and visitors a better, smarter travel choice while setting

new standards in fast, convenient and comfortable travel services. It’s not just smart, it’s

Brightline. For more information, visit


About All Aboard Florida

All Aboard Florida develops innovative multi-use community spaces that incorporate a

unique transportation service. The company is currently building Brightline, along with

dynamic mobility-centric urban centers in Miami, Fort Lauderdale and West Palm

Beach. All Aboard Florida is a part of Florida East Coast Industries, one of Florida’s

oldest companies engaged in a range of infrastructure, transportation and real-estate

businesses. For more information, visit


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2 comments to All Aboard Florida introduces new brand identity: ‘Brightline’

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