The art and science of marketing fascinates me and I like visual arts as well. So corporate logos interest me; the things that go into making a public image that will sell a company’s products. Often there’s a lot more to them than first meets the eye. Many know for example, there’s an arrow in the Fed Ex logo in the negative space between the “E” and the “X”.
An arrow suggests moving quickly doesn’t it, and that’s what you want your package to do!
Cisco computer systems in based in San Francisco (as the name suggests) and if you look carefully at the lines above the name, they suggest the outline of the city’s most famous structure, the Golden Gate Bridge:
Toblerone chocolates are from Switzerland, so it’s no surprise they have a mountain in their logo. What is more surprising is that they are from Bern, Switzerland specifically and that means “bear.” And if you look closely at the mountain…
Look at that bear walking in front of the mountain!
I like trains and cats too. Bet you think we’re getting near a Dr. Seuss story by now, don’t you. Actually we’re not. But there is an example of the three – trains, cats and corporate images – intersecting. No wonder I liked the Chessie System railroad so much.
Chessie was a 1970s railroad that resulted in the merger of two large railroads – the B&O and the C&O (yes, the same two you find in a Monopoly game) – and one short line, the Western Maryland RR. It ran freight trains all across the northeastern U.S. (and a single line cutting into southern Ontario in Canada for a few years) and while most of their competitors favored somewhat dull-looking black and white engines and brownish freight cars, Chessie sported lively navy blues and yellow. Their locomotives were neon yellow with an orange stripe and dark blue top, with the name in large, ever-so-’70s Bahama font on the side. They looked great running loads of coal through the Appalachians and even got a starring role in a music video, strangely enough (R.E.M.’s “Driver 8”).
If you look closely though, the “C” in the Chessie System, you see the letter is sort of cut with a couple of points. Well, if you look closely and kind of squint, the “C” is holding the outline of a cat’s head and front paw. That cat is “Chessie.”
Chessie was a kitten that was used in the era when travel by train was the way to get around. Before air travel became cheap or readily available in most places, long trips were undertaken on the rails. And long before the government-sponsored Amtrak, various rail lines competed hard for the travel dollars and advertised extensively, using posters and ads showing the glamorous destinations mostly. The C&O were among the first railroads to get air conditioned cars, and somehow came across a picture by an Austrian artist. It showed a contented-looking kitten sleeping with its head partly covered in a pillow and one paw sticking out from the sheets. They bought the image for all of $5 and ran it in ads saying “sleep like a kitten and wake up fresh as a daisy” when traveling on their trains.
A picture of a sleeping kitty cat might not lure you into booking your next trip between New York and Chicago on a particular railroad, but it was a simpler time back in the 1930s. A couple of decades later, a sexy girl in a bikini might have been the ad attraction, now a multi-racial, multi-generational family laughing around a kitchen table together. But back then, people loved the ad and passenger numbers increased on the C&O after it was used. So popular was it they even published a calendar using the kitty the next year and sold thousands. Take that, Sports Illustrated models!
The mascot, or mas-cat, needed a name so they chose “Chessie”. After all, the “C” in C&O stood for Chesepeake, as in the bay. The O was Ohio, by the way. They ran more ads and, rather like some of our modern corporate spokespeople have (think Flo for Progressive) Chessie took on a life of her own. In time, she grew up, met a tomcat (“Peake”) and had her own kittens, “Nip” and “Tuck.” When WWII came up, Peake went off to war and Chessie stayed home selling War Bonds for the lads overseas. And cats overseas, as it were.
The cats remained popular mascots for years, but eventually passenger trains began to lose their lustre, and eventually were all taken over by one entity, Amtrak. C&O and the likes concentrated exclusively on freight traffic, which required less advertising in mainstream magazines. Chessie was more or less retired. Until the C&O and B&O, with their similar paint schemes and often parallel rail lines decided to merge. They formed the Chessie System railroad, and needing a new corporate image, they resurrected Chessie the cat, but only in the sillohuette superimposed on the large “C”.
The rail line was a favorite of photographers, model railroaders and apparently Michael Stipe of R.E.M., but as is the way with large corporations looking for efficiency, by the ’80s, they in turn had merged with another southeastern railroad, the Seaboard Coast Line to form a corporation unimaginatively called “CSX Transportation.” The company retains the Chessie colors but lacks the kitty design although they say officially Chessie the Cat is still their company mascot. However, repainting entire rosters of thousands of engines and boxcars isn’t always a transportation company’s top priority, if you keep your eyes open you might just spot ol’ Chessie rolling by at the level crossing now and then.
So there you have it – a time when a kitten was the “cat’s pyjamas” for a railroad. Not too important, but just an interesting little story of an America of days gone by.