Amtrak Identity System
Identity System
Amtrak’s identity system captures the classic railroad feel, while showcasing the modern rebrand that stands to bring our brand into the future. Our identiy book captures Amtrak’s new direction as you will discover in this booklet which contains are new:
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Typography
Logo
Color
Photography
Typography
Font Pairing A B C D E
Frutiger / Didot
Amtrak
Frutiger was designed in 1968, a Swiss designer named Adrian Frutiger was appointed the responsibility of creating a typeface for the redesign of the Charles De Gaulle Airport in Paris; the perfect font for travel.
Didot a modern font witch contains hairline serifs that always maintain them no matter what size the font.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) E F G H I J K L M N O P Q R abcdefghijklmno !@#$%^&*()+=
Logo
Mark and Wordmark
The
Name:
Amtrak Amtrak
Amtrak
Name:
Mark standing alone should never be sized below 3/8”
1 1/2 1/4
The Woodmark standing alone should never be sized below 1/2”
Express Blue Pantone: 3308C
CMYK: 99%, 77%, 44%, 39%
Chrome Pantone: Cool Gray 1C
CMYK: 12%, 9%, 10%, 0%
Wordmark and Tagline Mark Sizing
Do
Clear Space will be from the top of the triangle shape in the Mark to the top of the circle.
Amtrak
All Wordmarks should only use Frutiger, roman. Tag lines and wordmarks should always be in aligned positions.
The In-line Wordmark should never be sized below 1.5 inches alone or 2 inches with tagline
Clear Space is from the top of the triangle shape in the Mark to the top of the circle.
Don’t
Mark colors will not be in any shade other than specified. Mark will always be a perfect circle and never resized.
No Drop Shadow or additional effects should be added to the mark or wordmark. Mark will not be cropped or used in partcial view.
Amtrak Al Amtrak wa ovin rward g fo ys m Al Amtrak ways moving forward
Logo Sketches
Amtrak Logo
Amtrak’s new logo is inclusive of the past, present and future of the brand. At first glance the logo is easily recognizable as the “A” in Amtrak and can also be seen as tracks of a railroad. However we went further in to the histories to find meaning in our lines. In 1995 Amtrak was split into three parts; the Northeast corridor, inner city and the west. We are bringing Amtrak back together under one mark and expanding into Canada and Mexico, bringing together the three countries of North America. This logo mark will carry us into the 21st-century as we push forward with more digital-based services for our customers as a single mark to identify with all of Amtrak.
Color
Color Specs
Express Blue
Pantone: 3308C
CMYK: 99%, 77%, 44%, 39%
RGB: 11, 52, 79
Hex: 0B344F
Aluminum
Pantone: Cool Gray 1C
CMYK: 12%, 9%, 10%, 0%
RGB: 220, 220, 220
Hex: DCDCDC
Antique Caboose
Pantone: 1815C
CMYK: 36%, 92%, 87%, 57%
RGB: 91,22,19
Hex: 5B1613
Gold Accents
Pantone: 125C
CMYK: 27%, 44%, 100%, 6%
RGB: 184, 137, 5
Hex: B88905
The primary color choice for its significance held in the historic area of Amtrak. Almost all passenger cars have a blue color and sleeper cars are a vintage “midnight blue” as they carry passengers into the night.
First of the secondary colors, this neutral light tone breaks up a stark white and adds a softness when definition or subtle contrast is needed. Metal tones are highlighted throughout the color palette to reinforce the railroad.
This warm red is classic without being overpowering, adding warmth and sophistication to the color palette. As we step into a new Era the classic Amtrak red gets a re-brand to fuse vibrancy with elegance.
Illuminating key features throughout the brand. This gold adds an additional warm shimmer into the metal family of colors and highlights important messages.
Rail Car
Pantone: 5455C
CMYK: 29%, 16%, 19%, 0%
RGB: 183, 195, 197
Hex: B7C3C5
Desert Sands
Pantone: Warm Gray 2C
CMYK: 21%, 20%, 29%, 0%
RGB: 202, 193, 178
Hex: CAC1B2
Steel Tone
Pantone: Cool Gray 9C
CMYK: 53%, 42%, 45%, 8%
RGB: 126, 130, 127
Hex: 7E827F
Scenic Meadow
Pantone: 7538C
CMYK: 39%, 26%, 38%, 0%
RGB: 161, 170, 157
Hex: A1AA9D
This silver blue is a wonderful contrast color for both dark and warm colors. Historically Amtrak passenger cars are a silver gray and we want to keep the tone consistent in the branding but modernize it with a subtle cool tone.
This color adds a subtle hint of warmth amongst the other neutral tones. Amtrak travel across the United States and as we expand into other territories our trains run through a vast landscape of color and terrain. Our branding reflects our coastal and desert regions.
A dark neutral to pair and compliment the other colors as we build websites, apps, promotional materials and other products for the brand. Also keeps with a gray metal tone for the railroad to stay on brand.
A muted gray-green offers flexibility in the color palette not only for print and web, but also keep these colors consistent throughout the physical trains as well. We want to bring outside colors in, making the adventure of the scenery part of the experience. w
Photography
Photography Moodboard
Amtrak’s photography style aims for photographs that allow travelers to see themselves in the images. A sense of time and timelessness, movement and moments of stress-free stillness and relaxation. Images convey a historic and nostalgic tone while also being modern and bringing train goers into the 21st century.
Amtrak captures all types of travelers from the adventurer and traveler to the business person and commuter. Amtrak is here to connect everyone.
Amtrak’s images capture details of the Amtrak experience, because every detail matters in our pursuit to exceed expectations.
