Italy’s state-backed passenger operator Trenitalia, Ferrovie dello Stato Italiane (FS) has launched a new visual identity for its flagship high-speed brand Frecciarossa, linking the rebrand to the next phase of its fleet renewal programme and to FS Group’s broader ambitions to expand across Europe.
The new logo and branding were officially unveiled at Milan Central Railway Station on 10 February, where senior FS executives presented the fifth next-generation Frecciarossa train to enter service. The train was displayed on platform 21 carrying the updated metallic ‘F‘ emblem on its nose, with the new logo applied on its sides and interior.
At first glance, the branding marks a clear shift away from the traditional FS/Trenitalia corporate mark, putting the train product itself at the centre. The flanks now carry a large FRECCIAROSSA wordmark across the red band, while the nose drops the green-and-red FS emblem in favour of a single stylised ‘F’.
According to FS, the new identity is inspired by the arrow-shaped design of the trains. The logo takes the form of a bold ‘F’ inclined at 45 degrees, intended to recall the trains’ aerodynamic profile and convey movement, speed and a forward-looking vision.
The company has attached a set of symbolic meanings to the letter, linking it to the values Future, Forward, Fast, First and For All, emphasising innovation, excellence, and inclusive mobility.
“The new Frecciarossa logo represents an evolution consistent with the industrial path we are pursuing,” said Trenitalia CEO and General Manager Gianpiero Strisciuglio at the unveiling.
“It is the symbol of a renewal that accompanies the brand’s growth, focusing on innovation and service quality. We are introducing it alongside the entry into service of the new-generation Frecciarossa trains, symbols of Italian technological and stylistic excellence, designed to offer top performance, comfort, safety and sustainability. This is a further step in strengthening Italian high-speed rail in Europe and building an increasingly modern, integrated and future-oriented mobility system.”
FS Group’s Chief Corporate Affairs, Communication & Sustainability Officer Giuseppe Inchingolo added that the rebrand underlines the group’s strategic vision and its role in supporting national and European mobility. “It is an identity marker that strengthens the brand’s positioning and makes visible a strategy aimed at consolidating mobility through investment, innovation and service quality, supporting infrastructure modernisation and the sustainable transition,” he said.
A brand built for Europe?
Beyond aesthetics, the move away from the FS corporate logo towards a standalone Frecciarossa emblem can be interpreted as a deliberate attempt to give the high-speed brand a more independent identity as FS expands outside Italy. By foregrounding the train brand rather than the state-owned operator, FS appears to be positioning Frecciarossa as a pan-European high-speed product that can travel on its own terms in international markets.
The fleet renewal programme is the operational backbone of this strategy. Trenitalia confirmed that the fifth next-generation Frecciarossa has now entered service as part of a 46-train delivery plan, with four units delivered by December 2025.
Designed by Hitachi Rail and built at Italian facilities in Pistoia and Naples, the new trains are intended not only to modernise domestic services but also to support cross-border expansion.
The trainsets are equipped for operation on seven European rail networks, with multi-system traction and authorisations aimed at enabling international services. These capabilities are seen as central to FS’s ambitions in northern Europe, including its Paris-based push and potential Channel Tunnel operations.
Performance, sustainability and design
The next-generation Frecciarossa trains are designed for a maximum operating speed of 300 km/h, with approval for up to 360 km/h. FS highlights advanced traction systems to improve efficiency and strong sustainability credentials, citing a recyclability rate of 97.1% and material recovery of 98.2%, supported by new-generation electric motors and end-of-life recovery-focused design choices.
While the exterior design and livery remain broadly unchanged, the new trains introduce updated interiors and onboard systems, with interior styling by Giugiaro Design in line with the Made in Italy design ethos. Accessibility has also been enhanced, with spaces designed to ensure usability for passengers with reduced mobility.
Rolling out the identity
The new Frecciarossa brand identity will be progressively applied across the entire high-speed fleet and all Trenitalia customer touchpoints. The rollout will begin with FRECCIALounge lounges at Rome Thermes and Milan Central before extending to stations, trains and digital channels.
Alongside the visual identity, FS is introducing a Morse code-inspired sound logo and a certified ‘Frecciarossa Red‘ colour standard developed with the Pantone Color Institute, an effort to ensure consistent branding across trains, stations and media.
Growing services and Milan–Cortina 2026
The rebrand accompanies a steadily expanding high-speed network. Frecciarossa currently operates around 270 daily connections to more than 130 destinations, offering over 130,000 seats per day, supplemented by FrecciaLink bus services connecting tourist destinations, mountain resorts and historic cities.
In preparation for the Milan–Cortina 2026 Winter Olympic and Paralympic Games, Trenitalia has planned enhanced services and integrated train-bus connections to competition venues, including weekend extensions to Milan Malpensa Airport.
Additional measures introduced in December included double-length train formations on busy routes, night services between Milan and southern Italy, and seasonal extensions to Bardonecchia, Bolzano, Pescara and Pompeii.
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