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Fresh New Look to Be Rolled Out Across Brittany Ferries Fleet

20th November 2018

#ferry - A fresh new look involving a splash of colour across the Brittany Ferries fleet sees a bright new logo in striking shades of blue, orange and green!

The new design, which comes with a more modern, warm and lyrical typeface, will be applied to each ship during refit, and will eventually be emblazoned on the side of every vessel’s hull and funnel.

The logo according to Brittany Ferries is the result of extensive customer research. The design more truly reflects the fullness of the ferry operator's experience: the richness of travel by sea, the warmth of the welcome ashore and on board, and the spirit of discovery for some of Western Europe’s most beautiful holiday destinations.

As well as a ferry operator Brittany Ferries is a holiday company too, with four decades of experience arranging sail-and-stay packages. Today the company offers thousands of hotels and holiday properties in France, Spain, Ireland and the UK making it one of Europe’s leading tour operators. The new logo reflects its destinations, with blue, green and orange shades evoking the seas, landscapes and skies of the holiday regions Brittany Ferries serves

On the Irish services, Afloat adds is the Cork-Roscoff (seasonal) service that ended earlier this month (see Pont-Aven's Route du Rhum story) though the newly launched first ever direct Ireland-Spain route of Cork-Santander continues sailings on a year-round basis.

The new visual identity comes as part of a multi-million euro investment to make Brittany Ferries fit for the future. Three brand new ships are currently under construction and due to join the fleet in 2019 Honfleur, 2021 Galicia and 2022 Salamanca, see story. Afloat adds Honfleur, a LPG powered ferry under construction at the FSG yard in Germany, is to enter English Channel service between Portsmouth-(Oustreham) Caen.

A wide-ranging digital transformation programme is also underway, aimed at enhancing every aspect of the customer experience from researching to booking, checking-in, sailing, holidaying and returning home.

Florence Gourdon, marketing director explains: “This is the right time for an exciting change. We last evolved our logo 15 years ago (see Bretagne, former flagship on Irish route) and so much has changed in that time – for example we now live in a digital world. And while the previous logo fully communicated the reliability and trustworthiness of our ferry service, it didn’t fully embody the emotional side of travelling and holidaying with Brittany Ferries and the discoveries inherent in the fabulous destinations we serve.”

“This new look stands for everything that makes our brand: the quality of our products and services, the passion, pride and professionalism of our teams, and our bright future with brand new ships and rich experiences on the horizon.”

The new design was first glimpsed by eagle-eyed ship spotters at the shipyards where Armorique and Pont-Aven are currently undergoing winter refits.

Afloat adds Pont-Aven is recieving such work as part of routine winter drydocking in Spain at the Astander Yard in Astilleo. The flagship having shifted on 11 November from nearby Santander where the direct continental Cork service as previously mentioned is maintained year round by the chartered-in ropax tonnage, Connemara.

The ships from the fleet will shortly return to service sporting the new look. The new logo will be unveiled further over the coming days. Then, and throughout 2019 it will be rolled out across all Brittany Ferries sites, marketing and operations including everything from signs, brochures, uniforms, to advertising and websites.

Published in Brittany Ferries
Jehan Ashmore

About The Author

Jehan Ashmore

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Jehan Ashmore is a marine correspondent, researcher and photographer, specialising in Irish ports, shipping and the ferry sector serving the UK and directly to mainland Europe. Jehan also occasionally writes a column, 'Maritime' Dalkey for the (Dalkey Community Council Newsletter) in addition to contributing to UK marine periodicals. 

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About Brittany Ferries

In 1967 a farmer from Finistère in Brittany, Alexis Gourvennec, succeeded in bringing together a variety of organisations from the region to embark on an ambitious project: the aim was to open up the region, to improve its infrastructure and to enrich its people by turning to traditional partners such as Ireland and the UK. In 1972 BAI (Brittany-England-Ireland) was born.

The first cross-Channel link was inaugurated in January 1973, when a converted Israeli tank-carrier called Kerisnel left the port of Roscoff for Plymouth carrying trucks loaded with Breton vegetables such as cauliflowers and artichokes. The story, therefore, begins on 2 January 1973, 24 hours after Great Britain's entry into the Common Market (EEC).

From these humble beginnings however, Brittany Ferries as the company was re-named quickly opened up to passenger transport, then became a tour operator.

Today, Brittany Ferries has established itself as the national leader in French maritime transport: an atypical leader, under private ownership, still owned by a Breton agricultural cooperative.

Eighty five percent of the company’s passengers are British.

Key Brittany Ferries figures:

  • Turnover: €202.4 million (compared with €469m in 2019)
  • Investment in three new ships, Galicia plus two new vessels powered by cleaner LNG (liquefied natural gas) arriving in 2022 and 2023
  • Employment: 2,474 seafarers and shore staff (average high/low season)
  • Passengers: 752,102 in 2020 (compared with 2,498,354 in 2019)
  • Freight: 160,377 in 2020 (compared with 201,554 in 2019)
  • Twelve ships operating services that connect France, the United Kingdom, Ireland and Spain (non-Covid year) across 14 routes
  • Twelve ports in total: Bilbao, Santander, Portsmouth, Poole, Plymouth, Cork, Rosslare, Caen, Cherbourg, Le Havre, Saint-Malo, Roscoff
  • Tourism in Europe: 231,000 unique visitors, staying 2.6 million bed-nights in France in 2020 (compared with 857,000 unique visitors, staying 8,7 million bed-nights in 2019).

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