AMTRAK: "Marking the rebirth," for real (I hope)

A use of identity, by a leader

New: Logo, with its "Travel Mark" symbol

Launched: July 6, 2000

Story in brief:
"A new Amtrak needs a new brand identity," says CEO George Warrington. What's new? Chairman Tommy Thompson (later Bush's Secretary of Commerce): "Today, Amtrak is not only more customer-focused, it is also a more commercially-driven and financially sound business. That is why we are marking the rebirth of America's passenger rail system today with a new corporate brand identity for Amtrak that reflects both its promise and its performance."

I'm not sure just how the new mark is supposed to reflect "promise and performance"... but it does signal change, and a fresh start.

The new mark evokes the Acela symbol (Amtrak's fast-train brand), not surprising because Brent Oppenheimer designed them both.

Credits:
C.E.O. - George D. Warrington
Identity design - OH & Co.

First Impressions:
I welcome the change. The old "inverted arrow" (designed by Lippincott & Margulies in 1971) was of its time and not among their strongest work... no great loss. But the execution might have been a bit brighter, and a single emblem works better on railroad livery (like the great "CN") than a two-piece symbol/wordmark.