Amtrak
All aboard
Created in 1971, Amtrak, today, is a household name for the nations’s most extensive railroad.
Challenges
When Congress enacted legislation creating a trans-continental passenger rail service, the new carrier needed a high-impact identity and marketing program to catch the traveler's attention and enhance credibility.
Actions
Created the uniquely American name for railway service
Designed an accompanying logo, colors and marketing communications program with instantly recognizable appeal
Developed a full implementation program including prototype passenger train (interior and exterior), ticket office, uniforms, brochures and all on-board service items