Abellio has unveiled the branding it will use when it takes over the East Midlands franchise from Stagecoach in August.
The service will be known as EMR, using a purple and white colour scheme which the company says is contemporary but pays respect to the strong and proud railway heritage of the East Midlands. Different brandings will be applied to the three segments of the EMR operation – EMR Intercity for Midland main line services from Sheffield, Nottingham and Derby to London; EMR Electrics for the EMU-operated services between Corby and London; and EMR Regional for other routes.
The EMR brand will be gradually introduced, starting with a new website coinciding with the change of franchisee. Abellio says trains will be rebranded in stages from 2020 through to December 2022, with an interim branding applied in the meantime.