Virgin Trains Azuma launch wrap

Design inspirations
The name Azuma has been chosen to launch the new Virgin Trains East Coast fleet, and give it its own unique
identity.
The name Azuma comes from a historic Japanese term meaning east and was often used to refer to the eastern
region of Japan. It also carries with connotations of speed, dynamism and modernity, and fits perfectly into the
Virgin Trains family naming collective, alongside Pendolino and Voyager.
The concept of the east holds special meaning in Japanese culture. The sun rises in the east and is seen as the giver
of light, heat, and of life itself. According to Japanese tradition, the country's imperial family is descended from
Amaterasu, the sun goddess, hence the nation is often referred to as the land of the rising sun, in fact the Japanese
name for Japan is nippon which translates as Sun Origin.
Plus, of course, the east name references the very special route the new trains will run on, the famous East Coast
Main Line. Connecting our nations biggest and brightest cities, and playing host to true British industrial history,
the East Coast Main Line is not just a train line, its the historic spine of Britain, tying together nations, people and
cultures.
By paying tribute to a historic Japanese term for east in our train name, and referencing the world-famous route
the train will operate on, together Virgin Trains and Hitachi are signifying a new dawn, and heralding the rising sun
in a new era for rail travel.
But its not just the name that is special the unique combination of white with red cloths motifs for the wrap is
also taken from Japanese culture and tradition.
The colour red symbolises many things in Japan; being the colour of blood and fire, in the Japanese mind it
represents life and vitality. It is also seen as the colour of the sun: a symbol of energy, radiating its vitalising life
force into human beings, hence its addition on the Japanese nation flag.
Red is also looked upon as a sensual colour, and can be associated with a persons most profound urges and
impulses.
The white of the train contrasts against the sharp bold red flowing cloth motifs and is inspired by the term khaku
which literally translates as red and white. It mixes the concept of life and vitality (red) with purity (white). These
two colours, when applied together, are seen to denote happiness, celebration and good future fortune.
This can be seen in such examples as, khaku maku, a red and white stripe curtain, which is often hung at
celebratory events and on formal occasions across Japan, or khaku manju, a pair of red and white sweet buns
(wagashi) often served at weddings to commemorate the occasion and wish the couple good luck.
Red and white also have special significance in the Japanese Shinto religion. Red is seen as the colour of the dress of
gods and spirits, whose purpose is to ward off evil spirits and disease. In fact, Shinto priestesses (kito) who attend to
Japanese temples wear robes formed of flowing red and white clothes, red to symbolise the gods and white to show
purity.
Our red and white wrap does more than just look good, it celebrates mixing the boldness of the Virgin brand with
the technological prowess and knowledge of Hitachi, and lets us commemorate this historic unveiling of a new
fleet of high-speed, high-tech Azuma trains, which will push the industry into the future.