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BNSF Rebranding Award
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<p>From the link to the first post, all I am seeing is a new logo. But a logo is just a small part of a corporate brand, which includes things like a corporation's reputation and overall identity. Brand is a corporation's ability for what it is and what it does to be immediately recognized by the public. It is true that big egos always want a new logo, but an unchanging logo is a mark of confidence and stability. So changing your logo too often to try to keep up with style and fashion can brand you squirrelly. Furthermore, when you chase after style with a new logo, you end up with a logo that quickly goes out of style.</p><p>Having said that, I do think the BNSF logo is the right thing to do at the right time. Aside from the desire to keep up with fashion, it did seem like their old logo and identity connecting BN and ATSF was somewhat awkward and unresolved.</p>
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