Amtrak has been doing a fantastic job of branding themselves lately and despite delays and inconveniences I still love them. The wonderful posters that have been coming out for Amtrak, designed by Michael Schwab, harken back to the golden era of train travel and add a lot of dimension to the Amtrak brand.
The posters are nice on a surface level but you don’t get this richness of brand while you’re actually traveling. To begin to bring that brand in to the train travel experience i redesigned Amtrak’s default luggage tags to resemble the work and feeling of Michael Scwhab‘s campaign for Amtrak.
My simple baggage tag adaptation employs similar colors and typefaces to the new Amtrak posters. I’ve used Neutraface which is similar to the posters which I believe are hand lettered.
Michael Schwab’s collection of poster work is both distinctive and inspiring. Browsing through his collection you can see clear styles emerge as well as the reasons he and Amtrak work so well together.
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I really love train travel, and I would like to see it come back to the golden age you’ve mentioned. It also needs to become more affordable because I’m taking a flight to Seattle from Chicago, and it is 8 dollars cheaper to fly. What gives?
A Ride on the Empire Builder | Amtrak
Hey Mike,
The writing on your blog about train travel is really wonderful. I would love to see prices come down so train could be used as my main means of transportation up and down the East Coast. Design likes this makes the allure of train travel stronger and taps into an ever-present romanticism surrounding this mode of transportation but a lot of people are ultimately blocked by price, myself included. Thanks for reading and commenting!