AMTRAK CONFIRMS "RIGHT AND READY" POLICY AND NEW LOGO CHANGES: Amtrak has
announced that it will unveil its new "Right And Ready" policy. On July 6, at
employee rallies around the system, Amtrak will officially introduce its
unconditional Satisfaction Guarantee, and the new brand identity. The lead
event will be at Washington Union Station, with similar gatherings held at
Philadelphia's 30th Street station, Union Station in Chicago, and Union
Station in Los Angeles. According to an Amtrak statement, "By offering the
transportation industry's first Satisfaction Guarantee, Amtrak is taking
another important step in our transformation into a more guest-focused
business. As part of this transformation, Amtrak has developed a new brand
identity, which will be unveiled at the ceremony. After 29 years of service,
the Amtrak symbol we've come to refer to as the "chevron" arrow will be
replaced with a new travel mark. "Our new brand identity represents a new
Amtrak that runs more like a business, making decisions more efficiently, and
focusing first and foremost on our guests. People will begin to associate
this new mark not only with Amtrak's product, but with our increasing stature
and reliability. "The new symbol will be gradually phased in over the next
year or two, in a controlled, cost-conscious manner as our brand
revitalization effort continues." Amtrak also noted that the 29 year old
inverted arrow will be replaced by a "fresher, contemporary look" that better
represents what the company stands for. Amtrak will also create a new
"Transition Brand Task Force" to "develop and establish short-term
priorities, criteria and guidelines for use of the brand, a long-term
business plan for the identity change, a company-wide communications plan and
a long-term brand management process." (Friends of Amtrak, Railpace - posted
6/21)

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