From the end of 2023, all customer touchpoints – including the firm’s 51 trains – will carry the new look under the Eurostar brand name.

The group – which was formed following the merger of Eurostar and European operator Thalys last year – has chosen a star as its symbol and new logo inspired by l’Etoile du Nord, the original train service linking Paris, Brussels and Amsterdam.

Under a single brand, Eurostar Group said it aims to convert road and air travellers to rail at a time when passengers are keen to have greener travel options. 

Passengers will have additional European destinations to choose from, a single loyalty programme covering all locations across the current Eurostar and Thalys networks and a single website and booking system in October 2023.

Eurostar Group’s chief executive Gwendoline Cazenave, who joined the business in October, said: "We are excited to unveil our new brand today which will raise our visibility, help us become the backbone of sustainable high-speed rail in Europe, and support us in our ambition to double the number of passengers over the next decade."