KCS launches new branding

Written by jrood

Kansas City Southern has launched a new branding initiative, honoring its unique legacy and embracing the future of freight rail transportation. The new branding includes the grouping of original logos for The Kansas City Southern Railway Company, Kansas City Southern de Mexico, S.A. de C.V. and Panama Canal Railway Company and adds the statement, "Business Without Borders." The original logos and new tag line, along with the red, gold and black colors of the heritage paint scheme displayed on KCS locomotives, will be featured on marketing collateral, video, print advertisements and a new Website, now in development.

Keeping the original KCS
red shield logo intact honors the company’s rich 123-year history and unique legacy
of an ambitious and entrepreneurial spirit and can-do attitude. Criticized by
his contemporaries who in the late 1800s were building railroads running east
and west, KCS founder Arthur Stilwell had the original vision to build a north-south
railroad from the Midwest to the Gulf of Mexico and onto the Pacific Coast.
While Stilwell did not reach the Pacific Coast of Mexico in his time, the
legacy continued and in 2005, his vision was realized when KCS purchased the
railroad known today as KCSM. The KCSM and PCRC logos designed in recent years
complement the original logo and symbolize the continuation of the legacy.

The addition of a new tag
line, Business Without Borders, tells the story of where KCS is today and what
it strives to be for its customers. KCS is a company that is large enough to
handle the most complex shipments, yet small enough to provide personalized
transportation solutions and customer service. KCS is one interchange away from
reaching any major market in North America with a direct route from the U.S.
Midwest through the heart of Mexico and to the Pacific Coast. KCS’
International Intermodal Corridor provides a unique and seamless border
crossing and numerous amenities, such as strategically located intermodal
facilities, transload facilities and warehouses. These benefits, combined with
KCS’ creative, solutions-driven approach to serving customers, means that KCS
is simply put…Business Without Borders.

"KCS has both a proud
history and a very bright future," said KCS president and chief executive
officer, David L. Starling. "Our unique cross border franchise, with
access to key ports on the Gulf of Mexico and Pacific Ocean, and strategic
relationships with rail, truck and ocean shipping partners, truly allows KCS to
offer transportation solutions to move our customers’ goods anywhere in the
world."

Headquartered in Kansas
City, Mo., KCS is a transportation holding company that has railroad
investments in the U.S., Mexico and Panama. Its primary U.S. holding is KCSR,
serving the central and south central U.S. Its international holdings include
KCSM, serving northeastern and central Mexico and the port cities of Lazaro
Cardenas, Tampico and Veracruz, and a 50 percent interest in Panama Canal
Railway Company, providing ocean-to-ocean freight and passenger service along
the Panama Canal. KCS’ North American rail holdings and strategic alliances are
primary components of a NAFTA Railway system, linking the commercial and
industrial centers of the U.S., Mexico and Canada.

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