Logo 06 - Union Pacific Railway Logo, 1950 to Present
Union Pacific's shield is one of the nation's most respected and recognized corporate logos; a symbol of strength reflecting America's heritage. During the company's 150-year history, the shield has mirrored the styles and economic trends that shaped both the railroad and the nation.
This shield is the basic shield shape of the company's logo in current use today.
Beginning with the introduction of the first UP logo in 1868, the company has had four logos prior to the shield's inception, and since 1887, 11 different shield designs. In total, there have been 27 changes made to the Union Pacific logo identity since the mountain elk logo was first used to identify the fledgling Union Pacific Rail Road Company in 1868. Despite their continuous evolution, Union Pacific's logos have remained under the protection of active trademark patent for more than 100 years.
Created in 1950 by two graphic designers at an advertising agency for $50, the above shield follows the modernist style. The shield shape was updated and regularized. To increase legibility, the hand-drawn lettering was replaced by Futura, a European type design. The decision to change the logo was made by E. Rollin Harriman in August 1949, while reviewing the 1950 advertising campaign.
For a history of the Union Pacific Logo and shield visit the Union Pacific page.
Completed: September 2013
Sponsor: Union Pacific Railway