LIFE IS A NOT A
Destination
— Ralph Waldo Emerson
An HISTORIC VISION Amtrak was established in 1971, to fill an essential need in a balanced transportation system — to offer the public greater freedom of choice in convenient modes of travel — to act as an alternative to other major transportation mediums and thereby to alleviate the congestion of highways and the overcrowding of airways and airports.
// From the 1970 Brand Booklet, “What Is Amtrak?”
A LEGACY of BENEFITS In the early 1980s, Amtrak shifted advertising to emphasize the benefits of train travel. Many travelers overlook the rail as an alternative transportation company, but the benefits of Amtrak have been their strongest attribute since their beginning.
“There is a sense of Orient Express romance and class about train travel.”
– Christina MacDonald Australian Traveler RAIL PASS
What’s the
AMTRAK
APPEAL?
A TESTAMENT for TRAINS Travelers that have experienced Amtrak in any form, from short to long distances, in coach and sleeper cars, traveling solo or with family, were interviewed to gain an understanding of what it’s like to travel by train today.
“Taking the train allows you to choose your schedule as well. If you’re tired, sleep. If you’re hungry or want a drink, head to the club car. The train keeps rolling and you can choose your own adventure. As a writer and musician, train trips are priceless for writing and reflecting as they are full of beautiful scenery and inspiration.”
– W.C. Beck American Traveler NYC
POR
to
TRAVEL is to take a from
WITHIN — Danny Kaye
“It has character. I love being able to see every corner, every paddock, every house, every town when I am in another country. It’s such a smooth, relaxing way to travel compared to bus and far less stressful than driving or the drama of domestic flights.”
– Christina MacDonald Australian Traveler RAIL PASS
“Well, I had taken the mega bus multiple times, but you feel like you are packed in like sardines. It is very uncomfortable. [On the train] there is leg room, you are free to roam, and people aren’t sitting on top of each other.”
– Kevin Bower American Traveler KC
CHI
Packed Tight?
Using the train connects me with the people and communities of America. I’m inspired to share my experience with others.
The AMTRAK MENTALITY
Traveling by train allows me to slow down and live in the moment. It’s an opportunity for me think about my life or just relax.
Amtrak provides a unique travel experience that considers and values the comfort and quality of my journey.
TOLD by the EXPERIENCED
Traveling with Amtrak gives me a sense of pride and belonging to an historic part of American history.
should be an experience that reminds us
WHY we TRAVEL
The HEADACHE of TRAVEL Over the last 40 years, the travel industry has transitioned its values. Comfort and Customer Service, especially on flights and buses, has been sacrificed for efficiency.
The status quo of travel has become stress. No leg room. Limited personal bags. Hidden fees. Restricted cabin movement. Cramped Seats. Small windows with limited views. Security. Inconvenient pick-up and drop-off locations.
BACK to the BASICS As transportation become more accessible, the demand for fast and efficient travel services grew along with it. In order to keep up with the increased traffic, airlines designed planes to hold more people and sacrificed your comfort.
You have the right. The rights include legroom, outlets to plug in electronic devices, arrivals in city centers, food service when you want it and, perhaps most tellingly, “taking off your shoes -- only if you feel like it.�
1
Pack it All In
2
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3
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4
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1 2
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on TRAK Amtrak has continued to provide exceptional amenities to its travelers without compromising their comfort, stress level, or convenience. The next generation of travelers, however, didn’t grow up with an understanding of Amtrak’s superior transportation services. Millennials travel frequently, approximately twice as much as the generation before. Maybe it’s wanderlust or perhaps it’s a need for greater work-life balance, but they are looking for more ways to explore new places.
Millennials often prefer planning travel experiences over destination retreats, but what if they could experience both from the American Trak?
Wordmark
AM
TRAK
BACK on TRAK Amtrak is a portmanteau of the words American and Trak, the latter being a sensational spelling of the word “track.” The experience of traveling with by train is rooted in Americana — the bringing together of new and old, a feeling of being part of something modern, yet still nostalgic, and the freedom to connect with the landscape, cities, and people of America.
Color Palette
Logo
Alternative Mark
N RTH to S UTH
Transportation
Tickets
YOU’VE got a TICKET to RIDE We naturally collect napkins, tickets, candy wrappers, and every little part of an adventure so that we can relive those memories at a later point. Tickets should be worth keeping and easily accessible without a printer at home.
Ticket Kiosk
Typefaces
AKZIDENZ GROTESK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Ch el A K a B ten Tt k L b h U l M Cc am u V m Dd v W Nn Ee w O F X o fG x P g Y p y H Zz Qq h R Ii r Jj Ss
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KEEP TRAK of every ADVENTURE Your travels are sacred and therefore, should be treated so. The collection of stamps that build on a passport is an iconic aspect of international travel, so Amtrak believed that same experience should be emblematic of American travel.
500 Destinations. Infinite Stories. Amtrak Passbook enables the wanderlust in all of us to collect our journeys, one stamp at a time. It promotes exploring new places, encourages creative documentation, and challenges travelers to build a book of stories that can last a lifetime.
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BAGGAGE TAG 1 – of –
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PACK it ALL There was a time when traveling was considered a luxury. It was a magical experience – everyone dressed up, service was exemplary, and destinations were treated like far away dreams suddenly made possible.
Amtrak believes that traveling is still magical and their poster series brings back the wanderlust in us all. The great American days of travel are not in the past, they’re on the train. A destination can feel like a dream when the journey is such a breeze.
east to
west
CONNECT with AMERICA There was a time when traveling was considered a luxury. It was a magical experience – everyone dressed up, service was exemplary, and destinations were treated like far away dreams suddenly made possible.
Amtrak believes that traveling is still magical and their poster series brings back the wanderlust in us all. The great American days of travel are not in the past, they’re on the train. A destination can feel like a dream when the journey is such a breeze.
CHI
EMY
CHI • DEN • STL • EMY
Ruby Pin // 5 year
SERVING with PRIDE A large part of what makes Amtrak such an enjoyable experience comes from the outstanding customer service. In addition to being great converstaion, the staff prides itself in being attentive, caring, and trustworthy. Amtrak considers their jobs to be a service worth honoring.
Double Ruby Pin // 10 year
Uniform
Double Ruby Pin // 10 year
Business Cards
Website
The BENEFITS are the AMTRAK experience.
U •G
D•
Insta
E
A
R A NT E
Envy
an ADVENTURE worth SHARING The age of social media is alive and well, and luckily for Amtrak, it provides an ideal canvas for snapping pictures that create awe. Observation cars have big open windows that are perfect for viewing, photographing and stretching out with a snack.
You can always find a window seat view anywhere on the train.
Social
#amtrakviews
BOOKING is NOW a BREEZE All you want is your ticket, but booking websites can be a frustrating ball of confusion. Reformatting of the website has allowed information to be simplified, streamlined, and a little sexier. It is common for most journeys to have a bus transfer or a route change. The new site helps bring attention to the little details that your trip run smoothly.
Billboard Ad
Magazine Ad
PROMOTE the whole EXPERIENCE One part of the Amtrak experience involves the benefits, and the lack of stress with traveling by train lets you focus on the enjoyable aspects of traveling. Driving can be tiring, flying is often stressful, and the bus is never enjoyable.
Travelers need to understand that Amtrak hasn’t changed, and that it’s a good thing.
Bus Ad
“If you have time, take the train. If you are strapped for time, fly. If you hate yourself, take the bus.” – W.C. Beck NYC POR
VI EW TH E • W ITHOUT TH E •
a CUP of INSPIRATION The slow and steady movement of the locomotive puts most passengers at ease. A relaxed mind and stunning views of passing landscapes puts many travelers into creative mind-set, but inspiration can come in even the smallest of packages.
Coffee