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Fresh New Look to Be Rolled Out Across Brittany Ferries Fleet

20th November 2018
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The new fresh look with added splashs of colour across Brittany Ferries fleet has begun and where Pont-Aven (above) Afloat adds is how the flagship will look like when it returns in 2019 on the seasonal Cork-Roscoff service beginning in March. The design, more truly reflects the fullness of the ferry operator's experience serving holiday destinations across regions in western Europe: Ireland, UK, France and Spain. The new fresh look with added splashs of colour across Brittany Ferries fleet has begun and where Pont-Aven (above) Afloat adds is how the flagship will look like when it returns in 2019 on the seasonal Cork-Roscoff service beginning in March. The design, more truly reflects the fullness of the ferry operator's experience serving holiday destinations across regions in western Europe: Ireland, UK, France and Spain. Photo: Brittany Ferries

#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 Ferry
Jehan Ashmore

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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. 

Ferry & Car Ferry News The ferry industry on the Irish Sea, is just like any other sector of the shipping industry, in that it is made up of a myriad of ship operators, owners, managers, charterers all contributing to providing a network of routes carried out by a variety of ships designed for different albeit similar purposes.

All this ferry activity involves conventional ferry tonnage, 'ro-pax', where the vessel's primary design is to carry more freight capacity rather than passengers. This is in some cases though, is in complete variance to the fast ferry craft where they carry many more passengers and charging a premium.

In reporting the ferry scene, we examine the constantly changing trends of this sector, as rival ferry operators are competing in an intensive environment, battling out for market share following the fallout of the economic crisis. All this has consequences some immediately felt, while at times, the effects can be drawn out over time, leading to the expense of others, through reduced competition or takeover or even face complete removal from the marketplace, as witnessed in recent years.

Arising from these challenging times, there are of course winners and losers, as exemplified in the trend to run high-speed ferry craft only during the peak-season summer months and on shorter distance routes. In addition, where fastcraft had once dominated the ferry scene, during the heady days from the mid-90's onwards, they have been replaced by recent newcomers in the form of the 'fast ferry' and with increased levels of luxury, yet seeming to form as a cost-effective alternative.

Irish Sea Ferry Routes

Irrespective of the type of vessel deployed on Irish Sea routes (between 2-9 hours), it is the ferry companies that keep the wheels of industry moving as freight vehicles literally (roll-on and roll-off) ships coupled with motoring tourists and the humble 'foot' passenger transported 363 days a year.

As such the exclusive freight-only operators provide important trading routes between Ireland and the UK, where the freight haulage customer is 'king' to generating year-round revenue to the ferry operator. However, custom built tonnage entering service in recent years has exceeded the level of capacity of the Irish Sea in certain quarters of the freight market.

A prime example of the necessity for trade in which we consumers often expect daily, though arguably question how it reached our shores, is the delivery of just in time perishable products to fill our supermarket shelves.

A visual manifestation of this is the arrival every morning and evening into our main ports, where a combination of ferries, ro-pax vessels and fast-craft all descend at the same time. In essence this a marine version to our road-based rush hour traffic going in and out along the commuter belts.

Across the Celtic Sea, the ferry scene coverage is also about those overnight direct ferry routes from Ireland connecting the north-western French ports in Brittany and Normandy.

Due to the seasonality of these routes to Europe, the ferry scene may be in the majority running between February to November, however by no means does this lessen operator competition.

Noting there have been plans over the years to run a direct Irish –Iberian ferry service, which would open up existing and develop new freight markets. Should a direct service open, it would bring new opportunities also for holidaymakers, where Spain is the most visited country in the EU visited by Irish holidaymakers ... heading for the sun!

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