Competition for ideas
Would you like to make your own handprint visible to almost all Finns for years to come? We are now looking for a new visual look for our trains through an idea competition. We want to update the livery of the trains so that they are inspiring, long-lived and brand-wise recognisable and help the customer find the services they need. The best idea will end up taped to the side of the train for all train passengers to admire!
Background and purpose of the competition
This competition seeks the best ideas for the visual look of the trains of the future. The current white-green appearance of VR’s trains has been well-liked, but after a long period of service, the decals are already in poor condition in parts of the fleet and need to be replaced. At the same time, it is an apt time to update the visual look of the trains to better match our revised brand.
Based on the outcome of the competition, VR can later draw up detailed decal plans for different types of trains and cars. In the context of this competition, the visual look of the train refers to the appearance of the trains with graphic elements which can be achieved with decals. The structures and design of trains will remain unchanged, serving as a starting point for the design.
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General info about the competition
Competition assignment
The competition assignment is to produce an idea concept for the visual look of trains that is scalable to different types of trains and cars. The competition proposal will be implemented as a visualisation for the double-deck Intercity long-distance train and new single-deck SmX commuter train. In addition, the visualisation of long-distance train presents an idea for the separation of the service carriage, as well as an idea of the different roles of commuter trains and long-distance trains.
The idea concept must answer the following questions:
- How does the idea scale to high and low trains?
- How does the service carriage of a long-distance train stand out from the rest of the train?
- How do commuter and long-distance trains stand out from one another?
The trains and their visual look is a key part of our service, and therefore the look must be recognisable and consistent with the digital and physical points of contact (for example, revamped ticket offices). The visual design is based on the visual drivers of our brand.
Iconic and recognisable
The way VR’s trains look on the outside is very important for VR’s brand image and passenger experience. The renewed brand image can be seen, for example, on the vr.fi website, in the VR Matkalla app and in the interiors of ticket offices at Helsinki and Tampere railway stations. The desired outcome is iconic, stylish and stands the test of time, and also supports a good customer experience with guidance. Our brand may appear boldly and be recognisable and distinctive, because in the future, there may also be trains of other companies on the Finnish railways, which will emphasise the importance of recognisability.
A train running in the Finnish landscape is an iconic view. When brainstorming, it is important to take into account both the harmonious long-distance view (train in the landscape), the appearance of the train in motion (view from different angles and in motion) and how effectively the visual elements guide people who are approaching it on the platform. The competition proposal does not need to include a plan for passenger guidance (for example, the numbering of passenger cars or their seats), as it will be separately designed for trains. Instead, what we are seeking is an idea that will help the passenger identify the service in the long-distance train car from a distance at a glance. To this end, the proposals should include an example of the idea for the exterior appearance of the Intercity train service carriage as part of the visual appearance idea concept. The service carriage includes a children’s play area upstairs and seats for wheelchair passengers downstairs, as well as places for bicycles. Get to know the Intercity train here.
Long life cycle
Please note that the external appearance of trains has a long life cycle. Replacing the livery of the entire rolling stock takes several years, even when done as fast as possible, so rolling stock with the old and new appearance will be running in parallel and in the same train compositions for a long time. In the visual design, we are hoping for timelessness. On the railways, the new look will be visible in the new SmX commuter trains and new night trains in 2026. We will also pilot the new look in long-distance traffic.
VR's services and rolling stock
Almost everyone travels by train sometimes. Some weekly, most of us once in a while.
In long-distance traffic, the majority of journeys are clearly related to leisure, and the shares of work and business travel are lower In our own commuter traffic (not HSL commuter traffic), the purposes of trips are distributed in a different way; approximately one half of journeys are commuting.
Long-distance trains with a variety of services
Long-distance traffic is conducted on the nationwide rail network. Long-distance trains have different travel classes, such as the quiet Ekstra class, suitable for customers who want to work on the train, or the upstairs of the restaurant car, where you can take food and drink from the downstairs restaurant – this area is especially suitable for groups. Different customer groups have different needs when travelling. These include, for example, elderly people, customers who need accessibility, customers with sensory impairments, customers travelling with children, or customers travelling with a pet or bicycle, for example. Some passengers want to work on the train, some want to relax. The customer always reserves a seat in advance on a long-distance train, from the coach that best suits their needs, and searches for their own car and seat when leaving the station.
Commuter trains serve on shorter journeys
Commuter traffic refers to both HSL traffic operated by VR in the Helsinki metropolitan area and VR’s own commuter traffic. Each commuter train service has its own service-specific letter, or line ID, e.g. R, M or P train. We operate commuter train services ordered by HSL using trains that have the HSL brand appearance and their main color is purple or blue-green. VR’s own commuter traffic encompasses areas from Helsinki to Lahti, Kouvola and the Port of Kotka as well as via Riihimäki and Tampere to Nokia. On these routes, we operate our own VR-branded commuter trains. Commuter train journeys are often shorter journeys to work or everyday hobbies, and the need for special services is therefore not as great as on long-distance trains. However, accessibility is essential so that all customers can travel as comfortably as possible. On commuter trains, passengers can sit anywhere they like and there are no seat reservations. It is also possible to transport bikes or travel with a pet on a commuter train.
Accessibility is a very important aspect in train travel. The concrete boundary condition for the exterior colouring of the train comes from a regulation of the European Commission: All exterior passenger doorways shall be marked on the outside in a way that provides a contrast to the vehicle body-side surrounding them. (Source: PRM TSI, or technical specification for interoperability relating to accessibility of the Union's rail system for persons with disabilities and persons with reduced mobility).
You can read about various train services here
Trains and their varying car setups
Different train types include long-distance double-decker IC trains and single-decker Pendolino trains, as well as Sm4 trains now operating in VR commuter traffic and, in the future, new SmX trains.
On a single long-distance train service, the train has several cars with services for different customer segments. Car types include the double-decker car of IC trains, featuring the Eco and Ekstra classes, or the service carriage, featuring a children’s play area, places for bicycles and seats for accessible travel. Many people are familiar with the restaurant car; the IC train restaurant car also features a separate seat class upstairs, with comfortable seats and a cabinet that can be reserved for groups.
You can read about various trains here:
The double-decker Intercity long-distance trains always consist of a locomotive and several separate coaches. An individual coach can be connected to the train composition either way. A commuter train, on the other hand, consists of coaches connected to each other permanently, and their order does not change. They have a driver’s cab at both ends of the train unit. If more capacity is needed, two identical commuter train units are connected. The single-deck Pendolino train type operated on long-distance routes is similar to this. The individual coaches on a commuter train do not have a similar special role as entire cars on long-distance trains (Ekstra, restaurant car etc.).
The external appearance of trains is mainly done with parallel decals, as if wallpapering the entire surface. For brainstorming work, the method of implementation in practice does not impose restrictions, because the images and colors of the decals are usually made by printing. Thus, different colors, shades and patterns can be realised very extensively.
Download a drawing of the main measurements of the SmX- and Intercity trains, Opens in a new tab.
VR brand
VR is a brand that every Finn knows and feels as their own. Our trains welcome all travellers from long-term travel companions to casual adventurers and new acquaintances.
Sustainability and environmental friendliness are at the heart of our brand; we are pioneers. Trains are the most climate-friendly mode of transport now and will be in the future, and we are proud of that. The attributes we want to emphasise with our brand include being trustworthy, friendly, relaxed and humane, in addition to being a pioneer.
Our brand guidelines provide instructions and tools to help the VR brand come to life in both the physical and digital worlds. The current application examples in our brand guideline focus on digital channels and print media. With regard to rolling stock and physical facilities, the brand guideline will be updated in the future, and the appearance of trains created on the basis of the idea competition will be included in the guideline. Review our brand guideline with visual elements here, Opens in a new tab (Content in Finnish).
The visual look of the VR brand is striking, delightful and refined. In addition to its guiding role, the visual look creates images of an approachable, environmentally friendly and bold brand. The uniform look is recognisable and builds an image of reliability and continuity.
The main color of our brand is green. We want to keep the green as a design lead, but in addition, we encourage looking at the elements of the brand guideline and interpret them boldly and innovatively. We feel that the train is an application of the brand image that requires a good understanding of visual design on a large scale, in a three-dimensional physical body, in different products and materials. With regard to colours and patterns, the motion of the train must be taken into account in both built and natural environments, at different times of the year and in all possible weather and lighting conditions.
The services of VR commuter traffic and long-distance traffic between cities are slightly different from the passenger’s point of view. Therefore, we also hope that the authors of the proposals have an idea of how to manifest these two different types of transport services so that the passenger can already see the type of the train from a distance when approaching it.
General information about the competition
Download the competition entry materials
Download the material package (48 Mt) here, Opens in a new tab
The package includes:
- Line drawing of the SmX commuter train and the Intercity train (Illustrator-compatible PDF)
- Example of the page with photo fittings (Illustrator-compatible PDF)
- Photograph of the SmX train
- Photograph of the service car of the Intercity train
- Read me text file
Use these files to submit your competition entry. You can find detailed specifications for the competition entry in the section Schedule and submissions.
Please read also the competition rules carefully.
Competition rules and processing of personal data
FAQ – Questions and answers
Questions regarding the competition assignment, right to participate, submission of competition entries or other competition-related questions can be sent to the Competition Ombudsman by email to junienulkoasu@vr.fi until Sunday 12 November. The aim is to answer the questions as soon as possible on the competition website and to have all the questions answered on Wednesday 15 November.
In order to ensure the equal treatment of participants, questions presented in any other way cannot be answered. The questions will be treated anonymously. The name of the person asking or other information concerning the candidate will not be reported in connection with the questions and answers.
Click the question to jump to the answer
I could not open the link for the competition. Can it be opened on a OnePlus phone with Android?
FAQ last updated Sep 1st.
Question: I would like to ask if only design students or professionals are allowed to participate in this competition? As an art hobbyist myself, I got excited about the competition, but if I understand correctly, I am not allowed to participate. Could you shed some light on the matter?
Answer: The competition is an open competition organised in Finland, in which design professionals and design students as well as their working groups can participate.
The design industry is interpreted broadly, covering all fields of design represented by Ornamo (visit www.ornamo.fi, Opens in a new tab for more information). The competition is open to both natural and legal persons. You do not need to be a member of Ornamo to participate in the competition.
Question: I’m a student at Metropolia University of Applied Sciences. I intend to take part in the competition. I would like to ask if I could include multiple entries in one submission?
Answer: Each competition proposal must be itemised as described in the rules, i.e. only one (1) competition entry may be submitted with one (1) competition proposal.
Question: Hi, is one person allowed to submit more than one concept proposal? If so, should each proposal be submitted separately?
Answer: The designer may submit more than one proposal. Each competition proposal must be itemised as described in the rules, i.e. only one (1) competition entry may be submitted with one (1) competition proposal.
Question: Can anyone participate in the competition? The VR website states the following: The competition is a single-stage design competition open to design professionals and students. Does this apply to students in any field, or what are the more specific criteria?
Answer: The competition is an open competition organised in Finland, in which design professionals and design students as well as their working groups can participate.
The design industry is interpreted broadly, covering all fields of design represented by Ornamo (visit www.ornamo.fi, Opens in a new tab for more information). You do not need to be a member of Ornamo to participate in the competition.
Question: Can visual artists, illustrators, architects or architecture students participate in the competition?
Answer: Yes, they can participate. The competition is an open competition organised in Finland, in which design professionals and design students as well as their working groups can participate.
The design industry is interpreted broadly, covering all fields of design represented by Ornamo (visit www.ornamo.fi, Opens in a new tab for more information). You do not need to be a member of Ornamo to participate in the competition.
Question: Must the design images be made based on these exact photos? They would be much easier to make on photos taken perpendicularly.
Answer: Competition entries must be based on the photos provided on the competition website.
Question: I didn’t see a registration link on any of your websites. Should ideas be submitted directly to the provided email address? In addition, I would like to check whether it is possible to submit, say, two or even three proposals?
Answer: There is no need to separately register for the competition. The proposals are submitted as PDF files by email to junienulkoasu@vr.fi. The proposals must be submitted by 11:59 p.m. on 20 November 2023. You can find more detailed instructions for submitting competition entries in the general information about the competition, under “Submission of entries”.
The number of competition entries is not limited. The designer may submit more than one competition entry/proposal. Each competition proposal must be itemised as described in the rules, i.e. only one (1) competition entry may be submitted with one (1) competition proposal.
Question: The competition site states the following: “VR commuter traffic serves shorter distances Commuter traffic refers to both HSL traffic operated by VR in the capital region and VR’s own commuter traffic. Each commuter train service has its own service-specific letter, or line ID, e.g. R, M or P train. We operate commuter train services ordered by HSL by using trains that have the HSL brand appearance and their main colour is purple or blue-green. VR’s own commuter traffic encompasses areas from Helsinki to Lahti, Kouvola and the Port of Kotka as well as via Riihimäki and Tampere to Nokia. On these routes, we operate our own VR-branded commuter trains.”
Did I understand this correctly: the HSL commuter trains (capital region) are excluded from this competition? Meaning that commuter train traffic within Greater Helsinki does not need to be taken into account. So the competition only concerns VR’s long-distance traffic and VR’s commuter traffic, i.e. the Lahti–Kouvola–Kotka–Riihimäki–Tampere–Nokia trains?
Answer: HSL commuter trains are excluded from this competition.
Question: I have a question about this competition. Do you prefer green, i.e. the colour of your brand, as the colour of the trains, or is the designer given a free hand when it comes to the colours?
Answer: The main colour of our brand is green. We want to keep the green as a design lead, but in addition, we encourage looking at the elements of the brand guideline and interpret them boldly and innovatively. We feel that the train is an application of the brand image that requires a good understanding of visual design on a large scale, in a three-dimensional physical body, in different products and materials. With regard to colours and patterns, the motion of the train must be taken into account in both built and natural environments, at different times of the year and in all possible weather and lighting conditions.
Also see the section “VR brand” on the competition website, where you can find more information.
Question: I could not open the link for the competition. Can it be opened on a OnePlus phone with Android?
Answer: The competition’s material package is packaged as a zip file, and you may need a separate program to open it. The functionality of the competition material package is not limited to any specific operating system.
Kysymys: Onko kilpailu siis tarkoitettu ensisijaisesti yksityishenkilöille vai voiko tähän osallistua myös toimiston kautta?
Vastaus: Kilpailuun on mahdollista osallistua alalla toimivan toimiston kautta. Katso myös sääntöjen kohta 4.
Kysymys: Minkä takia tämä kilpailu on vain muotoilualojen opiskelijoille?
Vastaus: Toivomme, että kilpailuun osallistuisi mahdollisimman laajasti eri muotoilualojen ammattilaiset, toimistot ja muotoilualojen opiskelijat. Koemme junan olevan brändi-ilmeen sovelluskohteena sellainen, joka vaatii hyvää ymmärrystä visuaalisesta suunnittelusta suuressa mittakaavassa, kolmiulotteisessa fyysisessä kappaleessa, erilaisissa tuotteissa ja materiaaleissa.
Kysymys: Haluaisin kysyä siitä, että minkä kokoisia niiden pohjien pitäisi olla? A1, A2, A3, A4?Vai räätälöidäänkö täsmällään junien viivapiiros mittakaavan mukaisesti?
Jotenkin siellä on niin paljon asiattomia infoja, joka ei oikeastaan liity kilpailusääntöihin.
Ja alla oleva Name of entry PDF olen vielä ymmälläni, että mitä sitä pitäisi tehdä? Minkä kokoinen se on ja siirretäänkö tehtyjä töitä siihen vai onko se vain esimerkkipohja?
Vastaus: Kilpailutyö tulee jättää annettua viivapiirrospohjaa (Line-drawings-SmX-Intercity) ja annettua valokuvasovitepohjaa (Photo-fitting-example) käyttämällä. Valokuvasovitepohjaan asetellaan annettuihin valokuviin (VR_SMX_commuter-train ja VR-Intercity_long-distance-train) perustuvat visualisoinnit. SmX-junan visualisointi yläpuolelle ja Intercity-junan palveluvaunun visualisointi alapuolelle. Kilpailutyöpohjien ja niissä olevien kuvaelementtien sommittelua tai kokoa ei siis tule muuttaa.
Kilpailutyö koostuu kolmesta sivusta, joiden tulostuslaadun tulee riittää A1-kokoon:
Sivu 1. Molempien junatyyppien sivukuvat.
Sivu 2. Molemmista junatyypeistä (yksikerroksinen SmX-lähijuna ja kaksikerroksisen Intercity-junan palveluvaunu) valokuvaan perustuvat visualisoinnit.
Sivu 3. Selittävä teksti, pituus max. 3000 merkkiä.
Kysymys: Haluaisin kysyä ja varmistaa, voiko AMK:n Medianomi, mainonnan suunnittelun opiskelija osallistua tähän kisaan?
Vastaus: Kyllä voi ja toivomme, että kilpailuun osallistuisi mahdollisimman laajasti eri muotoilualojen ammattilaiset, toimistot ja muotoilualojen opiskelijat. Katso tarkemmin myös sääntöjen kohta 4.
Kysymys: Voiko brändiväreistä poiketa missään määrin ja saako junan väripalettiin lisätä omia sävyjä?
Vastaus: Brändimme pääväri on vihreä. Vihreän haluamme pitää ilmeen suunnittelun johtolankana, mutta sen ohella kannustamme tarkastelemaan brändiohjeiston elementtejä ja tulkitsemaan niitä rohkeasti ja uudistavasti. Vihreän rinnalle voi suunnittelussa nostaa tuki- tai tehosteväriksi muitakin värejä.
Kysymys: Ohjeistuksessa sanotaan, että palveluvaunun tulisi erottua muista vaunuista ja palveluvaunun erikoisuuksia ovat pyörä- ja pyörätuolipaikat sekä lasten leikkitila yläkerrassa. Onko ravintolavaunu tästä vielä erillinen vaunu ja tulisiko senkin erottua selkeästi junan muusta julkisivusta?
Vastaus: Ravintolavaunu on junakokoonpanoissa oma erillinen vaununsa. Ideaa ravintolavaunun erottautumiseksi ei tarvitse esittää kilpailutyössä, eikä sillä ole vaikutusta kilpailutyön arvosteluun. Sen sijaan ehdotuksiin tulee visuaalisen ilmeen ideakonseptin osana sisällyttää esimerkinomainen idea Intercity-junan palveluvaunun ulkoilmeestä.
Kysymys: Tuleeko kilpailutyö palauttaa annetulle viivapiirrospohjalle tehtynä vai voiko kilpailutyön elementit sommitella vapaasti?
Vastaus: Kilpailutyö tulee jättää annettua viivapiirrospohjaa (Line-drawings-SmX-Intercity) ja annettua valokuvasovitepohjaa (Photo-fitting-example) käyttämällä. Valokuvasovitepohjaan asetellaan annettuihin valokuviin (VR_SMX_commuter-train ja VR-Intercity_long-distance-train) perustuvat visualisoinnit. SmX-junan visualisointi yläpuolelle ja Intercity-junan palveluvaunun visualisointi alapuolelle. Eli kilpailutyöpohjien ja niissä olevien kuvaelementtien sommittelua tai kokoa ei tule muuttaa.
Kilpailutyö koostuu kolmesta sivusta, joiden tulostuslaadun tulee riittää A1-kokoon: Sivu 1. Molempien junatyyppien sivukuvat. Sivu 2. Molemmista junatyypeistä (yksikerroksinen SmX-lähijuna ja kaksikerroksisen Intercity-junan palveluvaunu) valokuvaan perustuvat visualisoinnit. Sivu 3. Selittävä teksti, pituus max. 3000 merkkiä.