Amtrak’s Sustainability Projects
UPDATE Required by statute and presented to Congress every other February, Amtrak’s Five Year Plan provides a summary of the company’s strategies, opportunities and needs. In 2017, Paper Robot’s was tasked with re-imagining the format of this plan. Our creative director elevated the initiative from a 25-page PowerPoint to a fully-designed 160+ page report with a fresh identity that aligned with Amtrak’s brand standards. The new concept was extremely successful, and PR has been tasked with creating these plans ever since. We are extremely proud to do so.
Services
Logo
Creative Direction
Graphic Design
Icon Design
Layout
What we did for Amtrak’s Sustainability Group
Fresh Design for Annual Reports
When asked to produce the design of Amtrak’s FY19 Sustainability Report with a restricted budget and condensed timeline due to the Covid pandemic, Paper Robot maximized Amtrak’s investment in custom mural artwork commissioned from No Kings Collective for the previous year’s document, by refining that layout and typography for the report. As part of the refresh, Paper Robot also created a new suite of bold, graphic icons depicting the four main resource metrics tracked by the Sustainability team for Amtrak’s FY19 publication: Electricity Use, Diesel Fuel Use, Greenhouse Gas Emissions and Recycling Rate.
Building on the success of the FY19 report, Paper Robot was asked to design the interactive decks for the following two years, FY20 and FY21. Each year, we built upon the format, incorporating elements from the previous report for continuity, while delivering a fresh design. Additionally, creative director created custom infographics, illustrations, and other presentation elements for the Sustainability Group.
Bold Identity for the Net-Zero Strategy
After partnering with us on their Sustainability Reports, Amtrak turned to Paper Robot to create the logo for their ambitious initiative to achieve net-zero greenhouse gas emissions by 2045. Key actions toward this goal include ramping up energy efficiency efforts and adopting renewable fuels and carbon-free electricity. Our logo design featured a bold typographic approach, integrating a vibrant blue electricity bolt and the Sustainability Group’s signature leaf icon. As a thoughtful detail, the word “Strategy” was subtly shaped into a bridge—symbolizing Amtrak’s journey toward a greener future. Paper Robot also assisted in the design and layout of Amtrak’s Net-Zero Strategy homepage.
OF NOTE: Although Amtrak remains committed to its sustainability goals and net-zero strategy, the Sustainability Group was dissolved and the Net-Zero Strategy homepage taken offline as of January 2025.
