The privatisation of British Rail from 1994 accelerated the decline in use of the typeface on the railway network with most of the privatised train operating companies who now manage individual stations choosing to use the fonts associated with their own corporate identities for station signs and publicity. The typeface remained in near-universal use for signs at railway stations but began to be replaced with alternatives in other areas, such as in InterCitys 1989 Mark 4 passenger carriages which made use of Frutiger for much of their interior signage. However, by the end of the 1980s, British Rails various business units were developing their own individual brands and identities with use of Rail Alphabet declining as a consequence.

Key elements of the rebranding were still being used during much of the 1980s and Rail Alphabet was also used as part of the livery of Sealink ships until that companys privatisation in the late 1980s. The Design Research Units 1965 rebranding of British Railways included a new logo the double arrow, a shortened name British Rail, and the total adoption of Rail Alphabet for all lettering other than printed matter including station signage, trackside signs, fixed notices, signs inside trains and train liveries. The subsequent creation of Rail Alphabet was intended to provide a style of lettering more specifically suited to the station environment, where it would primarily be viewed indoors by pedestrians. While Transport has since been an enduring success on road signs, it was designed around the specific needs of the roadside environment - such as visibility at speed and in all weathers. In the early 1960s, British Rail trialled new signs at Coventry station that made use of Kinnier and Calverts recently launched Transport typeface. This style persisted for nearly 15 years. Lettering was to use the Gill Sans typeface on a background of the regional colour.

In 1949 the Railway Executive decided on standard types of signs to be used at all stations.

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