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The Ghost of Branding Past



Times change, and with it corporate branding. But sometimes an echo of the past remains, even on bare stainless steel. Here, lettering had protected the metal underneath from wear and abrasion, and the difference in surface finish remains even though the paint has been gone for nearly ten years. These ghosts of names or logos past can last for decades more; I recall seeing the faint outline of "NEW YORK CENTRAL" on a dining car in Amtrak service in 2004, at least 30 years (probably more) after that lettering had been removed.

Seen in the consist of the Southwest Chief on March 18, 2012

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