BNSF Railway is a giant network of railroads that operates in North America and carries a large volume of freight across 28 states and three Canadian provinces. The swathe of area covered by the railway network includes regions from the Pacific Ocean to the Great Lakes. The freight carried by the railway includes agricultural goods, coal, and consumer and manufactured goods. As a Berkshire Hathaway subsidiary owned by Warren Buffet, BNSF Railways greatly facilitates trade in the United States.
The BNSF Railway logo has undergone a single change since the inception of the company. The change reflects the rich history and the evolution of the railway industry in North America. This article explores the history and evolution of the BNSF Railway logo since the inception of the company.
The Genesis of the BNSF Railway Logo (1996-2005)
BNSF Railway was established in 1996 through the merger of the Burlington Northern Railroad and the Atchison, Topeka, and Santa Fe Railway (ATSF). This merger combined two of the largest rail networks in the United States. It created a company with a vast operational footprint across 28 states and spread over 32,500 miles of track.
Before the merger, both railroads had their distinct identities and logos. For instance, the Burlington Northern utilised a green and white colour scheme with a bold “BN” logo, while the Santa Fe Railway was famous for its “Warbonnet” paint scheme, characterised by its red and yellow colours and the iconic Santa Fe cross. The merger necessitated a new logo that would represent the unified identity of the newly formed BNSF Railway.
The logo of the newly formed BNSF railway featured a circular emblem with a cross that divides the emblem into four quadrants. The cross at the centre and the wide arched perimeter of the emblem had a dark green hue, while the quadrants were marked in yellow. In fact, the emblem contained the wordmarks “Burlington Northern Railway” spread around the perimeter and “Santa Fe” in a title case placed straight on the cross in yellow.
(2005-Present)
The current logo of BNSF Railway was crafted in 2005 and featured a stylised “BNSF” in a bold, italicised, and uppercase modern font. The wordmark was underlined by a swoosh or a tapering stripe design that suggested speed and efficiency. The colour palette included vibrant orange and green and drew inspiration from the legacy of the previous railroads. The introduction of this logo coincided with the tenth anniversary of the company and marked a significant shift in branding. The new logo was applied to locomotives, freight cars, and other equipment to establish a cohesive visual identity for BNSF Railway.
Branding Strategy and Impact
The evolution of the BNSF Railway logo reflects a broader branding strategy aimed at enhancing recognition and conveying the company’s commitment to safety, efficiency, and innovation. The design elements of the logo—such as the swoosh—symbolise speed and progress. They align with the company’s mission to provide reliable transportation services.
The branding of BNSF Railway has also been influenced by its ownership under Berkshire Hathaway since 2010. This relationship has further strengthened BNSF’s reputation as a leader in the freight transportation industry. The logo of BNSF Railways serves as a visual representation of its legacy and future aspirations.
The Elements of the BNSF Railway Logo
Font
The BNSF Railway logo employs a modern sans-serif font, especially the Univers typeface, which is known for its clean and contemporary appearance. This choice of font conveys a sense of professionalism and efficiency, and aligns with BNSF’s image as a leading freight transportation provider.
In instances where Univers is unavailable, the Arial typeface serves as a substitute. For more traditional contexts, a serif font, Sabon Roman, can be used, with Times New Roman as an alternative if Sabon is not accessible. For digital platforms, Helvetica is preferred to ensure consistency across various media.
Colour
The BNSF logo prominently features a bold colour scheme that primarily consists of orange and black. These colours are visually striking as well as symbolise energy and strength, which are the key attributes for a railway company. The orange colour draws inspiration from the heritage of the Burlington Northern and Santa Fe railroads. It reflects their historical significance while projecting a modern image.
Finally
The BNSF Railway logo has evolved since the inception of the company in 1996. From its origins rooted in the identities of the Burlington Northern and Santa Fe Railways to its modern iterations, the logo has become a symbol of the company’s commitment to excellence in freight transportation. With BNSF Railway continuing to adapt to the changing landscape of the railway industry, its logo is likely to evolve further. This will reflect both its heritage and its vision for the future.