Criticism Rises Over 'Great British Railways' Branding as Transport Secretary Unveils New Logo
Transport secretary Heidi Alexander recently unveiled the logo and livery of Great British Railways, the newly branded entity set to replace the privatised rail network that has existed since 1997.
The name Great British Railways has sparked criticism for being puffed-up, misleading, tin-eared, and backward-looking. Reflecting boosterism rather than practical functionality, the branding is seen by some as a hollow Brexit-era conceit.
Originating in the Boris Johnson era, the term "Great Britain" is seen by Labour’s Torsten Bell as conveying a geographical identity but also implying a level of quality the country may not actually meet. Labour itself has adopted the same name for its rail plans, yet concerns remain that this branding could undermine public trust in railway reforms.
Observers note that the public desires efficient, well-run, and good-value services rather than grandiose slogans. Historical context is recalled: after the 1948 nationalisation the railways were called British Railways, later simplified to British Rail in 1965. The new name is thus viewed as a modern, symbolic rebranding rather than a substantive reform.
Additionally, the issue of devolution complicates the branding, as the word "great" resonates primarily in England and may feel exclusive or unrepresentative for devolved nations across the United Kingdom.
Suggestions have been made to consider alternative names such as Railways UK or Energy UK to offer a more coherent institutional framework and reflect devolution more effectively, instead of adopting "Great British" names.
Overall, the choice of name has drawn debate over its appropriateness, with experts warning it risks embodying boosterism at the expense of practical and inclusive transport reform.
