.png)
Brand & Identity
At SWTrains, our brand identity is built on three pillars: authenticity, inclusivity, and innovation. We are more than a name or a logo, we represent a commitment to bringing people together, celebrating heritage while embracing the future, and creating meaningful experiences that extend beyond the railway industry.
Our Logo
The SWTrains logo takes inspiration from the Class 197 — a train that symbolises modernity, accessibility, and the evolving face of Welsh and British rail. Its shape reflects reliability and progress, while its colour scheme conveys authenticity, connection, and local identity.
-
Red: bold and striking, representing passion, energy, and the drive to innovate.
-
Dark grey and black: grounding tones that bring strength, professionalism, and authority.
-
White and light grey: clean contrasts that highlight inclusivity, clarity, and openness.
The logo’s design aligns SWTrains with the values of progress, community, and reliability, while remaining distinctive and independent. It embodies our mission: connecting communities, celebrating heritage, and shaping the future together.
The Red Lines
The red lines are a core part of SWTrains’ brand identity. Inspired by the bold palette of the Welsh dragon, they are more than a design element — they are a symbol of movement, connection, and momentum.
-
Their sweeping, curved form represents journeys — not just across railways, but through communities and shared experiences.
-
The red colour conveys passion, ambition, and energy, while linking directly to the strength of Wales’ transport identity.
-
Positioned across our branding, the lines act as a visual track, guiding the eye and reinforcing the idea that every project, partnership, and story is part of a bigger journey.
These lines flow consistently through our digital and physical presence, creating a recognizable visual thread. Just as the rails connect stations and communities, the red lines connect every aspect of the SWTrains brand — from our logo to our communications.
Our Quotes
At SWTrains, words carry the same weight as our projects. Each quote reflects the values that guide us — collaboration, ambition, and community. They remind us that our work is not only about railways but about people, creativity, and shared journeys.
From Our Director
“SWTrains is built on the belief that when creativity and community come together, we can achieve something truly remarkable. Every project we share is about more than trains — it’s about people.”
– Mehki J Richards-Buckle, Director of SWTrains
.png)
 |  |
|---|---|
 |
Our Company Name
SWTrains means:
Supporting Wales Through Railways, Awareness, Innovation, Neighborhoods & Sustainability.
This captures our mission to bring communities together through rail, technology, and partnership. We believe transport should be more than movement — it should be a tool for connection, education, and positive change.