London is blessed not only with 5 international airports, but an international railway station too, connecting the UK capital with towns and cities across Europe.

And hats-off to Eurostar for keeping land-travellers linked with mainland Europe for the past fifteen years.

But when I read today that Eurostar has rebranded, visions of previous rebrand failures immediately sprung to mind.

So, why the rebrand?

Well, the European Union is opening-up the high-speed rail-route between London and the Continent, meaning that Eurostar is bracing itself for some serious competition. Its rebranding exercise includes a revamp of its website, which is going live on the 5th of April.

As for the logo, well, I actually think it’s a pretty good design. I also notice there’s some hidden imagery in there that may escape your attention at first glance.

Notice the larger lower-case ‘e’ with a line extending from it actually resembles a train leaving a tunnel? Whether this emblem reaches the same status as the many other classic logos with hidden imagery remains to be seen.

You can decide for yourself though…which one do you prefer, the old one or the new one? Please let us know your thoughts on Twitter or by leaving a comment below.