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A M T R A K B R A N D S TA N D A R D S

amtrak.com

A C C E L E R ATE & A R R I V E


ROUTE GUIDE

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R AI L SERVI CE 1:10 Unique Selling Point 1:12 Previous Stops 1:14 Ground and Air

ALL ABOARD 2:18 Our Livery 2:20 Rules and Regulations 2:22 Company Integrity 2:24 Caution and Safety

CO LO R-CO D ED 3:28 System Colors 3:30 System Usage 3:32 Major Destinations 3:34 System Safety

4 5

CO N N ECTI O NS 4:38 Additional Service 4:39 Secondary Lines 4:40 Reading Material 4:44 Window Seat View

D ESTI NATI O NS 5:48 System Componenets 5:56 Online, On Track 5:58 Station Amenities 5:62 Travel Documents


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RAIL SERVICE All aboard a dynamic new Amtrak! We are a company with a tradition of service and dedication to all American travelers. Because of that framework, we respond to the changing needs of our customers and our country. So we’ve revamped our entire rail system to be the fastest, most economical, and most energy efficient ground transport option in the US. We’ve also revamped our visual presence to match. Hop on for a ride.


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a m t r a k b r a n d s ta n d a r d s

U N I Q U E SELLI N G PO I NT

The easy and efficient connection to destinations across the country.


rail service

I NTRO D U CI N G: TH E N EXT STO P

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a m t r a k b r a n d s ta n d a r d s

PREVI O US STO PS Amtrak has an interesting history that isn’t widely known to the general public. It is a government owned corporation that was organized by a congressional bill on May 1, 1971 to provide intercity passenger train service in the United States. “Amtrak” is a combination of the words “American” and “track”. 2008 saw a record 28.7 million passengers served. Amtrak now operates passenger service on 21,000 miles of track, which connect 500 destinations in 46 states. Amtrak itself employs nearly 19,000 employees across the country. The first passenger train to operate as Amtrak, the #173 Clocker, departed New York Penn Station at 12:05 a.m. on May the 1st en route to Philadelphia 30th Street Station with a GG1 inherited from Penn Central.

Amtrak’s early years are often called the “Rainbow Era,” which refers to the ad hoc arrangement of the rolling stock and locomotives from the various eligible donor railroads. This rolling stock, for the most part still bore the pre-Amtrak colors and logos. Amtrak’s former logo from 1971 to 2000, the inverted arrow, dubbed by critics as the “pointless arrow.” On July 6, 2000 Amtrak unveiled “...a new logo whose shape and suggestion of movement convey the comfort and uniqueness of the rail experience. Then in 2009, Amtrak again needed a new visual direction to accompany their new technological advances and fast trains on par with European systems. The new mark and brand system was unveiled in late December 2009.


rail service

1971 – 2000

2000 – 2009

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present


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a m t r a k b r a n d s ta n d a r d s

G RO U N D AN D AI R Our competition includes public and private passenger ground and air travel. But we mostly notice them as a blur out the window as we speed by.


rail service

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ALL ABOARD Even before stepping inside one of our bright and contemporary new stations, and before settling down into a luxurious lounge on one of our trains, you will first experience Amtrak’s new brand logo. A sleek and a streamlined mark suggests acceleration and a hi-tech fleet, and the custom–designed type lends a forward moving dynamism. Check out the mark and follow the rules for safe usage, or you’ll be left in the dust!


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O U R LIVERY

Our new mark represents fast–forward motion, cutting-edge technology, and the future of travel. The combination of sleek mark and unique, yet legible type, lends a whole new feel to our reinvented brand.


all aboard

updated blue hue

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sleek and streamlined mark

custom progressive typeface

suggests forward-motion and forward-thinking


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a m t r a k b r a n d s ta n d a r d s

RU LES & REG U L ATI O NS

The following pages detail the usage guidelines for the Amtrak mark. These rules are meant to be followed exactly to ensure rider safety.

ÂŽ

height ≼ 3.5 mm

legal mark


all aboard

separate only when necessary

3x clear space

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CO M PANY I NTEG RITY

3x clear space

1.5x type to mark

integrity points

x-height

12x width

3.75x height


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a m t r a k b r a n d s ta n d a r d s

CAUTI O N & SAFETY

The following pages detail the usage guidelines for the Amtrak mark. These rules are meant to be followed exactly to ensure rider safety. Please follow the system rules to prevent accidents.

unacceptable usages


all aboard

unacceptable vertical format

acceptable vertical format

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3

COLOR-CODED Even the venerable old Amtrak blue got a makeover. Our new hue is contemporary and striking. Along with a family of sleek grays, a hi-tech green, and a progressive plum, the new Amtrak blue looks up-tothe-minute and yet timeless within the mark. Go use the new color palette, but proceed with caution, because crossing the tracks comes with a penalty.


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a m t r a k b r a n d s ta n d a r d s

100 %

SYSTEM CO LO RS The system colors include two primary colors used in the mark and three more supporting colors used in the secondary brand system. This spread shows the PMS colors, both coated and uncoated, and the corresponding tints permitted for use in print and web design, in both CMYK and RGB color space.

AMTRAK BLUE C CMYK > 73.62.8.26 RBG > 71.83.132

AMTRAK BLUE U CMYK > 60.47.0.30 RBG > 84.98.146

STEEL GRAY LIGHT C CMYK > 15.9.8.22 RBG > 174.179.184

STEEL GRAY LIGHT U CMYK > 0.0.0.29 RBG > 190.192.194

80 %

60 %

40 %

20 %


c o lo r窶田 o d e d

100 % FAST FORWARD GREEN C CMYK > 29.0.100.0 RBG > 193.216.47

FAST FORWARD GREEN U CMYK > 29.0.100.0 RBG > 193.216.47

STEEL GRAY DARK C CMYK > 38.29.20.58 RBG > 84.88.97

STEEL GRAY DARK U CMYK > 0.2.0.60 RBG > 128.127.131

PROGRESS PURPLE C CMYK > 31.100.9.44 RBG > 116.0.84

PROGRESS PURPLE U CMYK > 10.100.0.49 RBG > 130.0.83

80 %

60 %

40 %

20 %

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a m t r a k b r a n d s ta n d a r d s

SYSTEM USES When the logo appears on a colored background, only the facing four colors may be used. Then the colors in the mark change as detailed here. Please follow the system rules to prevent accidents.

identity on amtrak blue background, mark in steel light 100% and 40%, type in steel light 100%

identity on black background, mark in steel light 100% and 40%, type in steel light 100%


c o lo r窶田 o d e d

on progress purple background, mark in steel light 100% and 40%, type in steel light 100%

on steel light background, mark in amtrak blue 100% and 40%, type in amtrak blue 100%

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a m t r a k b r a n d s ta n d a r d s

MAJ O R D ESTI NATI O NS

one color version of identity

When the mark is reproduced in print and only one color may be used, Amtrak blue at 100% is required. When it is used in black & white, it must be printed in 100% black. Please follow the system rules to prevent accidents.

black & white version of identity


c o lo r – c o d e d t i m e ta b l e

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a m t r a k b r a n d s ta n d a r d s

SYSTEM SAFETY This page details the usage guidelines for the Amtrak mark for unacceptable color usage. These rules are meant to be followed to ensure rider safety. Please adhere to these guidelines in order to prevent accidents.

unacceptable usages


c o lo r窶田 o d e d

no blending effects

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CONNECTIONS OK, enough about the new logo, buckle up for a look at the rest of the visual toolbox! The secondary graphics for the new Amtrak brand system support the mark in print collateral and in other applications. With directional symbols, blurred motion photography, and edgy layouts, the Amtrak brand style clearly conveys the speed and technological innovations of our stations and fleet.


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a m t r a k b r a n d s ta n d a r d s

AD D ITI O NAL SERVI CES The official Amtrak tagline is “accelerate & arrive.� When used with the mark, it should be positioned as shown. It is to be printed in Amtrak Sans condensed, with an Amtrak Alternate Sans ampersand.

SECO N DARY LI N ES There are a number of Amtrak approved secondary graphics that can be used in print, web, and environmental media to carry the look of the brand across multiple platforms. As in the rest of the system, they should be used in Amtrak approved colors only.

A C C E L E R ATE & A R R I V E


connections

amtrak wings

amtrak arrow

amtrak rules

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a m t r a k b r a n d s ta n d a r d s

READ I N G MATERIAL The brand system includes three approved typefaces, a sans to be used only with the Amtrak mark, an alternate sans for all communications, and also a monospaced face for any on-demand print material and information graphics.

AMTRAK MONOSPACED [11/16, 200]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890


connections

AMTRAK SANS [11/16, 200]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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a m t r a k b r a n d s ta n d a r d s

AMTRAK SANS ALTERNATE [11/16, 200]

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234 5 678 9 0 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDE FG H IJ KLM NOPQRSTUVWXYZ 1 2 3 4 5 6 78 9 0

abcdefghijklmnopqrstuvwxyz AB CDE FG H IJ KLM NOPQR STUVWXYZ 123 45 678 9 0 abcdefghijklmnopqrstuvwxyz ABC DE F G H IJ K L M NOP QRST UV WXY Z 1234567890 abcdefghijklmnopqrstuvwxyz ABCD E FG H IJ KLM NOPQR STUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDE FGH IJ KLM NOPQRSTUVWXYZ 1234567890


c o lo r – c o d e d t i m e ta b l e

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WI N D OW SEAT VI EW The photographic treatment associated with the Amtrak brand is one of abstract, blurred–motion images. They are to be primarily used as monotones within the color palette, but may also be used as four–color images occasionally.


connections

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DESTINATIONS Now that you’ve learned how to steer the new brand, let’s go! Of course Amtrak is much more than a mark and a train, it’s destinations and applicatons. The visual system is now put to use in print pieces, in environmental graphics, and in industry specific products and goods. Amtrak will take you anywhere you want to go.


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a m t r a k b r a n d s ta n d a r d s

Donna McLean

SYSTEM CO M PO N ENTS

President of the Board 601 Delaware Avenue, Washington, DC 20002 // 202.222.4567 ext. 45 // dcmlean@amtrak.com

The business system consists of the custom–sized business card, the #10 envelope, and A4 letterhead. Other print materials and consumer products reflect the dynamic, speed–evoking, identity of the new Amtrak brand.

amtrak.com

actual size


d e s t i n at i o n s

601 Delaware Avenue, Washington, DC 20002 // 202.222.4567 // a m t ra k . co m

601 Delaware Avenue, Washington, DC 20002

shown at 40% of actual size

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a m t r a k b r a n d s ta n d a r d s

amtrak bullet train


c o lo r – c o d e d t i m e ta b l e

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a m t r a k b r a n d s ta n d a r d s

annual report

onboard magazine


d e s t i n at i o n s

backpage magazine ad

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a m t r a k b r a n d s ta n d a r d s

promotional t–shirts


d e s t i n at i o n s

amtrak credit cards

promotional mp3 player

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a m t r a k b r a n d s ta n d a r d s

O N LI N E, O N TR ACK The new, flash–based website embodies the technological advances and visual changes to the Amtrak train system and brand system. The site enables the user to see what an Amtrak journey would be like, and to plan and book that trip.

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I N FOR MATION

TI M ETAB LES

SIG N I N

CHAT WITH AN AGENT CHANGE YOUR VIEW

home page

GREEN POWER!

ACCELERATE & ARRIVE VACATIONS

ALL ABOARD!

BOOK TI C K ETS


d e s t i n at i o n s

>>>

>

> > > > > > >

>>>

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I N FOR MATION

TRIP PLAN

SEARCH TRAINS

TI M ETAB LES

WHERE ARE YOU LEAVING FROM?

WHERE ARE YOU GOING TO?

DEPARTING DATE

RETURN DATE

SIG N I N

ROUND TRIP

ticket page

ONE WAY ADULTS

CHILDREN

MULTI CITY

> >>>

>

>>>> >> > > > > > > > >

>>>

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PROMO CODE

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a m t r a k b r a n d s ta n d a r d s

STATI O N AM EN ITI ES New environmental graphics, advertising, and fundamental presence, add to the brand development and solidify the major changes for the general public.

billboard

amtrak.co m amtrak.co m


d e s t i n at i o n s

amtrak.c om

bus stop ad

platform signage

banner ad

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a m t r a k b r a n d s ta n d a r d s

shuttle bus


d e s t i n at i o n s

information kiosk

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>>>

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ticket kiosk

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a m t r a k b r a n d s ta n d a r d s

guest

fa r e

train

car

EMILY DUBIN

$43.00

763

B2

d e pa r t i n g

d at e

PHILADELPHIA/30 t h ST

02 NOV 09

arriving

row

s e at

2V

03

HJV632_ZYB

NEW YORK/PENN

TR AVEL D O CU M ENTS New environmental graphics, advertising, and fundamental presence, add to the brand development and solidify the major changes for the general public.

ACCELER ATE & ARRIVE ticket front

ticket reverse


d e s t i n at i o n s

JAN 305 E SM SAC 0 CL ITH JAN RAME AY S T NT E.S MIT O, C A H@M AC. 8312 1 COM

a m t ra k . co m digital luggage tag

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amtrak station

train car


d e s t i n at i o n s

business recliner

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a m t r a k b r a n d s ta n d a r d s

sleeper cabin bath products

amtrak flatware set

>

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ls


d e s t i n at i o n s

amtrak mug

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a m t r a k b r a n d s ta n d a r d s

station worker uniform


d e s t i n at i o n s

sleeper cabin eyemask

sleeper cabin slippers

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a m t r a k b r a n d s ta n d a r d s


d e s t i n at i o n s

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c o lo r – c o d e d t i m e ta b l e

designed and written by Emily Dubin > Š 2009


A M T R A K B R A N D S TA N D A R D S

amtrak.com

A C C E L E R ATE & A R R I V E

Identity 2 _ Brand Standards Book  

I reinvented the Amtrak brand, first creating a new mark, and then designing a standards guide to introduce the redesign. The guide includes...

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