Amtrak Brands & Logos
New Amtrak President David Gunn speaks out
about Amtrak's new Acela Brand and Amtrak Logo.
From the "Washington Post", Friday, June 14, 2002; Page A29:
"The Late, Lamented Metroliner"
for the original article.
Amtrak got a lot of kidding for naming its new high-speed trains "Acela."
(For example, Acella with two l's means "armpit" in Italian.) Now new
President David Gunn has joined the chorus, telling a meeting of the
American Public Transit Association Wednesday in Baltimore that he can't
understand why Amtrak ever gave up the name Metroliner.
"That's like Coca-Cola changing its great brand name into 'brown liquid
in a bottle,' " he said, according to our colleague, Don Phillips. "Acela, to
me, is the room before the first floor."
The trouble is, he said later, too much marketing has been done and he can't
give up the name entirely. But he said he may reverse Amtrak's policy of
naming everything on the Northeast Corridor Acela-something, such as calling
the regular trains Acela regionals. "That just confuses the passengers," he said.
Gunn has other symbols he doesn't like. He insisted on having his official
portrait made with a lapel pin of the old Amtrak logo, commonly called
the "pointless arrow." The new logo is hard to describe. It looks like a
series of wavy lines or maybe a seashell run over by a train. Some Amtrak
old-timers have taken to calling it "the flying breast implant."
for the complete transcript of the APTA Commuter Rail Conference session with
Amtrak President David Gunn.