OVerview

Amtrak has been a leader in the passenger railroad industry since 1970. Over the past five decades, Amtrak has built trust with its commuters and maintained its brand equity using a simple and classic design aesthetic.  

solutions

To bring Amtrak into the future without sacrificing brand image, the color palette remained the same but the style was updated. Contrasting blues and reds provide an eye-pleasing approach to collateral and web interfaces, while simultaneously celebrating America's proud history of locomotion innovation. 

The dynamic mark was adapted to represent a clean and professional image. The symbol of the track was condensed and a clear vanishing point was established. A curved line reoccurs throughout the brand's collateral to represent both the curve of a railroad track and the new sights and destinations that await commuters around the next bend.  The brand's primary new font is Texta, which helps improve readability on mobile and web applications.