Amtrak Brand Guidelines by Edwin Perez

Connecting America

Brand Guidelines

Amtrak: Brand Guidelines Copyright 2022 Edwin Perez Advertising Creative All content for the Amtrak Branding book was Art Directed, developed, designed, and produced by Edwin Perez. Strategy was created after extensive research by Edwin Perez. Some photography used was downloaded from the Unsplash and Pixabay websites and photos are used in accordance with their licensing requierements. Other photos used were shot and edited by Edwin Perez. Youtube mockup psd created by syifa5610 - www.freepik.com Instagram iphone story mockup https://graphiclist.com TikTok Ad Mockup (Free PSD) KambadaStudio Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University This book was developed as a student project, not produced for commercial work and therefor is derivative work under the Fair Use Clause of the Us Copyright Law. Manufactured in the USA.

Contents

Research 1-2

History 3-4 Adjectives 5-6 Mission, Vision, & Goals 7-14 Analysis 17-22 SWOT 23-24 Creative Brief 25-25

Strategy 27-28

The Soul 29-30

Creative Concepts 31-40

Target Profiles 43-46

Travel Green 47-48

Branding Action 49-50

Global Ideas 53-60

Emerging Tech 61-68

Color Splash 69-70

Font

71-72

Logo

73-74

Research 2

June 5 – Introduces its first experimental service, a tri-weekly train (Trains 25/26, and later known as the North Coast Hiawatha)

October 27 – Amtrak accepts the first Superliner car, a 77-seat coach, from Pullman Standard. January – Amtrak debuts Express, an on-board general interest magazine that is first distributed on trains along the Northeast Corridor. October –Publishes a 92-page "Travel Planner" showing in vivid color all the trains, accommodations, and hotel and tour packages available through America's passenger railroad.

April 1- Launches Amtrak.com, ushering the company into the Internet age. The site offers information about Amtrak services, but not online booking capabilities.

1987

1995

2011

September 23 – Launches Acela Nonstop service, offering direct service between Washington, D.C., and New York City.

2019

2022

May 1- Amtrak launches new “Connecting America” Campaign.

1981

1978

1971

1970

October 30 – President Richard Nixon signs the Rail Passenger Service Act (RPSA), creating the National Railroad Passenger Corporation, later known as Amtrak, to take over the intercity

1974

September 15 – Over 1 million people visit Amtrak's exhibit at Expo '74 in Spokane, Wash.

1979

October 29-Introduces Superliner I, the first new long-distance car in two decades, on the Empire Builder (Chicago-Seattle).

1983

“All Aboard Amtrak” advertising campaign and fare plan begins, designed to acquaint the public with improvements to the system and passenger amenities.

1993

2015

2020

Receives P32-8BWH diesel locomotives, the first of a new generation of GE-built engines.

2000

December 11 – First Acela Express trainset enters revenue service,

March 30 – Amtrak is named to the first-ever “America’s Best Employers” list issued by Forbes magazine.

As a result of the dramatic reduction in travel demand due to the COVID-19 pandemic, Amtrak begins to adjust and reduce schedules for services across its network. Operations north of the U.S.-Canada border are suspended due to closure of the border.

High tech

Technology is always meant to enhance life and so do we.

Patient

Economical Saving the planet is better than saving money.

There is something said for taking the time and being in the moment.

Respectable Not only does this apply to the status one feels when riding but it also is the treatment you are given.

Evolving Its natural to change, but its magical too. Have you ever seen what a caterpillar could do?

Classic A continued historical memoir to the inventiveness of its time.

Advantageous We provide a service. A service you don’t

Sophisticated

realize that you need until your here.

Steel on steel moving across the country side. A cup of hot coffee and a view that makes you put that pinky up.

Unique

Where else can you sit like your at home, look at many different views and enjoy a 5 star meal.

Historical Seated in the memories of our past moving to the future.

Experienced Exploring across North America since the 70s. We know how to get around.

Gratifying

It is this that makes seek the experience.

Evolution is

Advantageous to life.

Mission

- To provide excellent reliable service to the

communities we serve throughout North America.

Vision

- We strive to be the leading economic

transportation solution for North American citizens.

Goals

- Bring in new high-speed trainsets with more seats while still keeping a spacious environment. Provide modern amenities and services that will enhance the customer’s experience.

How long the road is doesn’t matter. How you get there does.

Situational Analysis During the Pandemic, the train riders went down 97%. The market stabilized but with minimal increase in ridership and revenue. The focus turned to health and safety concerns for both customers and employees. Amtrak ticket sales in 2020 were $1,196M and increased to $750.7M in the fiscal 2021 year. The review in The CARES Act provided $1.02B in funding to minimize financial impacts caused by COVIC-19. As the world begins to normalize we return to our focus that started at the beginning of 2020, which is the launch of our replacement fleet of trains, the Acela trainsets.

Competitive Analysis Our major competitors continue to be bus and air. Each currently provides services that are not available in our older trainsets. The bus provides a cheaper solution to transportation needs but also gives benefits to the customer that we don’t currently have. They also have more flexibility with times and locations. Airplanes cost more but are a faster way to travel with more airlines to choose from. The new Acela trainsets will take Amtrak to the modern era and create buzz for the new generation of travelers. We will be a top competitor of transportation and innovator of technology.

Market Analysis Trends: Alternate Transportations Active transportation like using bicycles, scooters, and even walking has increased since the pandemic began. This trend is motivating cities to create more bike lanes to encourage micro-mobility. Technology Assistance With the return to normal activities, traffic has returned to the streets. Cities have adapted by using technology to help citizens combat crowded travel ways. Minnesota created an algorithm that can predict and adapt to unexpected travel conditions. Peloton technology is being used to save trucks more than 7% in fuel by using telematics. This allows trucks to communicate and organize into formations with each other. Worker Shortages It is still difficult to find people to apply for jobs. Truck and bus driving is among the most needed people. The lack of workers has the job markets fighting for personnel.

Strengths»

Friendly and helpful service needs to continue to be paramount to our brand. Assisting guests with their luggage, answering questions, and being available to them is where we shine.

Our expert technicians keep our trains moving and equipment in working order. The cleanliness and sanitation should continue even after the pandemic mandates subside; it breathes confidence in our customers that we care about them.

App provides many useful options to make travel easier.

Evolving business model

Government support to continue to grow.

Weakness-

Security and safety is prominent concern for customers. There are no checkpoints or bag scanners in the stations. Anyone can bring in anything on board the train without second-guessing themselves. A little deterrence can go a long way in easing any concerns with customers.

Delays are a big issue for most commuters. Often a train will be delayed and notification of the delay has not been communicated. The credibility of the brand is put into question every time a delay occurs. Delays are inevitable but the flow of communication is key to continuing the brand’s promises.

Cost is the biggest deterrent for longer trips. Trains were once a way of travel for all and now the cost of a long trip is not worth the cost. The benefits/ perks do not compete with that of buses and airplanes. Bus prices for long distances are steep as well but they provide On-board Entertainment for the guest free of charge.

Antiquated- The interior style and layout are very dated and need to be modernized. Although seats may be comfortable they are as basic as they can be. Space in the cabins can be updated to utilize the space better. The technology on the train can be updated quite a bit.

SWOT Opportunities»

In-cabin entertainment is easily attainable with today’s technology.

Free reliable Wifi can be a motivator to use our services.

Build brand awareness

Push for an aggressive social media presence

Push environmentally friendly way of traveling. Compared to cars and airplanes, trains emit between 66 and 75 percent less carbon.

Implement new trainsets to the market.

Threats»

Budget cuts

Outdated infrastructure. Old railways inhibit the progress of new technology to be developed.

Laws. New regulations and rules could slow progress making commuters think about alternate transportation.

Transportation competitors

Negative press/ social media

Cost of technology investments

Stagnant renovations

Less commuters due to pandemic

1.Why

does our client need to advertise?

The client needs to increase riders and update the brand to the 22nd century.

2.What

is the advertising going to accomplish?

3.Who

We will rejuvenate the brand with the latest technology and a larger social media presence. We will reconnect with present customers and greet new ones. The interior of the rail cars will be redesigned to reflect the modern world. The re-branding will create a buzz and curiosity that meets commuter demands. We will create an experience that removes any doubt of our commitment to the citizens that Amtrak services.

are we going to connect with?

Male and female individuals need to start commuting to work again and need reliable sources of transportation. Target to all ethnic backgrounds to show universal use. Needs to connect with both single and married individuals. We must incorporate city commuters and long-distance travelers.

Creative 25

4.What

are the most insightful things we know about them?

5. What

5.What

They are environmental individuals that rely on technology and their devices to work. Technology is seen as a part of day-to-day lives. They value convenience and simplicity. They represent the fluctuation of economical standings in the US; meaning money can’t be wasted. They value experience above all in their transpiration needs; experience must be equal to the cost. They live near a city or in it. Our target enjoys taking unique trips that highlight a sense of exploration.

is the single most effective message we can tell them? We provide a travel experience that resonates.

else is there to know that supports this message?

The CARES Act provided 1.02 billion dollars in funding to minimize the financial impacts caused by COVIC-19. Renovations have restarted in train stations and the new Acela trainsets have already begun the process to be implemented in the northern circuit.

Brief 26

The Strategy 28

The Soul

Putting service first.

Creative Concepts

Mini Series

Join Esmeralda as she leaves her Vardo behind explores North America with Amtrak. This YouTube mini series brings our audience to the beautiful views and extravagant comforts that only Amtrak can provide.

Instagram Video Story

Instagram isn’t just about pictures, its about sharing your story. This Instagram story shows you a video of the calm smooth experience that Amtrak prides itself for. A ride that lets you see the world in a whole new way.

TikTok dance challenge.

TikTok Followers are encouraged to challenge and duet Amtrak employees to the latest dance trends. This app connects us with a new generation of creators, giving us the opportunity to engage with them while showing our unique customer experience..

The Great Hunt.

Amtrak created fun summer adventure with a Qr code that sends you to their Instagram account and provide ticket discounts. They even offer to post your photo when you find there secret QR item. The QR codes are all placed in locations that you would see on an Amtrak trip.

Travel should be experienced and enjoyed, not just a thing to do.

Julie Hampton

Goals

Visit family more Wants to be the best grandma Go to the beach more To retire

Habits

Loves to cook for family Babysits grandkids. Loves taking trips Very Social with strangers Not great with technology

Age: 61 Status: Widow Profession: Post office Education: High School Transportation: Car

Elliot Jackson

Goals

Get a degree in Film Audition for as many roles as possible Network with other actors Find a part time job near campus

Habits

Social Media is life Watches YouTube and TikTok videos Enjoys shopping at outlet Uses alternative transportation because gas is expensive

Age: 19 Status: Single Profession: College Student Education: High School Transportation: Car

Samantha Bishop

Goals Travel moreExpand her businessBuild a stronger social media platformSpend time with friends-

Habits Avid Instagram user Uses phone and laptop for business Enjoys nature Supports clean energy

Age: 34 Status: Single Profession: Small Business owner Education: Community College Transportation: No car

Alex Maldonado

Goals Buy a new home outside city Commute more to cut down cost Branch out to corporate real estate Continue working out

Habits

Enjoys ride into the city Uses Websites and outside media sources to promote. Has a strong social media presence Enjoys trip with family

Age: 45 Status: Married Profession: Real Estate Education: BA Business Transportation: Car

Travel Green

Amtrak 1,535 BTU/ Pasenger Mile

2,341 BTU/ Passenger Mile Amtrrak is 34% more energy efficient.

3,278 BTU/ Passenger MIle Amtrak is 54% more enery efficient

2,840 BTU/ Passenger Mile Amtrak is 46% More energy efficient. Energy Data Source: Transportation Energy Data Book, Edition 39, 2021

Branding Actions 50

Where my Canucks at?

Meet Wally.

This is social media and website ad push with an animated character Wally the Moose. Wally is a Cannuck through and through and embodies the values of adventure that we want our neighbors in the north to explore.

Sweeping room

Curling is a Canadian favorite that puts skill and team work to the test. This ad puts a fun perspective into the leg room we provide in all our cars. The Ad helps show the details that were patiently developed for the comfort of our customers.

Manifest Your Story

Le Petite Prince is a French classic children’s story that has been told for over 75 years. This ad is targeted to those French speaking Canadians that seek adventure. This ad captures the spirit of the Amtrak brand and the innocents of the famed children’s book.

Emerging Tech 62

Pastrak

Bring history to life while traveling with Amtrak’s new augmented travel app, Pastrak. This app notifies you when historical accounts are coming up and shows you digitally augmented battles on the field as you pass by. This gives the riders an experience of time of different lifetimes.

A whole new world State of the art virtual reality games that will keep you and your children immersed from your comfortable seat. The adventure will bring peace and some quiet to your journey.

Choose Your Adventure

Watch a 4k interactive video that lets you the viewers participate in the story. You chose how the Amtrak adventure continues and ends. You can enter the train and find your seat or explore the interior of the train or stay in the station and to see what else there is. That is just some of the many options that will give you a unique experience before you book your real trip.

A Splash

Of Color 69

Primary color set

CMYK- C81, M62, Y0, K0

CMYK- C3, M30, Y87, K0

CMYK- C86, M31, Y85, K18

RGB- R64, G103, B177

RGB- R245, G183, B62

RGB- R30, G117, B74

#4067b1

#f5b73e

#1e754a

CMYK- C52, M31, Y40, K2

CMYK- C0, M85, Y95, K0

CMYK- C66, M32, Y0, K0

RGB- R132, G153, B148

RGB- R240, G77, B42

RGB- R86, G148, B207

#849994

#f04d2a

#5694cf

Secondary/ color accent set

25pt Yanone Kaffeesatz

18pt Roboto Italic

10pt Roboto Regular

All aboard! The train is living in 10.

Train Alcasca is departing the station to New Jersey. Bring all baggage to the bag drop off and find your seats.

This train is equip with free WiFi and on-board video entertainment. The entertainment is complimentary to all ticketed guest. The virtual reality system package is extra but completely worth it. You can also upload the Pastrak App to see the past come to life as we hit different locations. We have a full compliment of food and beverage choices available. Now just sit back, relax, and enjoy the adventure with class.

How you say your words matter.

Appoved Logo 1-Color

1-Color Reversed

Full Color

Appoved Social Media Logo

Alternate Authorized Logo colors are Blue (0664f6) interior circle with Orange stroke(f6b73d) 3 point weight. Clear or White interior.

No color or style substitutions allowed.