THE BRIEF

For this project, students were to choose a brand that needed a rebrand/refresh. After some research, I landed on Amtrak as the brand for my project.

Amtrak is known for their trains that travel all across America and into Canada. The company’s current branding lacks the original Americana color palette that the company used to have, and their current logo hasn’t changed since 2000. Amtrak also has a history of train derailments; with this in mind, I determined a refresh might just help them redeem their image.

THE SOLUTION

I wanted to bring back the Americana colors and rails from Amtrak’s original branding, both of which are lacking in the 2000 rebrand. The rails are represented by the right and blue horizontal lines, which also convey a sense of motion and direction, almost as if the words “Amtrak” are moving from left to right.

A requirement of this project was to introduce a new product to the brand; I created Amtrak street. This is a fleet of autonomous vehicles (similar to Google Waymo) that, for an extra fee, would drive Amtrak travelers to their respective train station. This would eliminate the need to long-term park vehicles at Amtrak stations, and would be more accessible to those who have difficulties getting to and from Amtrak stations.