BNSF Railway
2006 ReBrand 100 Winners > meritIndustry: Transportation- Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - Burlington Northern Santa Fe (BNSF) is one of the largest railroads in the US, with 33,000 route miles covering 28 states and two Canadian provinces. Ten years after the company formed from the merge of the Burlington Northern and the Atchison, Topeka and Santa Fe Railways, BNSF asked Liska + Associates to create a new visual brand that reflects its current values as a unified company. While BNSF was rethinking its visual brand, this presented an ideal opportunity to evaluate the names it had been using. After reviewing its communication materials, Liska found that BNSF was using multiple versions of its name in a variety of places. This was the source of confusion, so they suggested that the company establish a clear nomenclature that accounted for the parent company and its subsidiaries. Strategy - Based on audience research and findings, Liska made recommendations to formally introduce the name BNSF Railway Company while using the legacy of the full name to refer to the parent company, Burlington Northern Santa Fe Corporation. Liska also designed a logo and a system of brand elements with the new identity. Result - Both the naming convention and the new visual identity were received well in a series of focus groups that included employees, executives and BNSF customers. To help internal audiences and creative vendors, Liska included a full description of how to use both names in an online brand guide. Credits: Client: BNSF Railway - www.bnsf.com Creative Firm: Liska + Associates - www.liska.com [back] |
