The Next Chapter: Rebranding for a New Era of Passenger Rail

Have you noticed something different about AAO lately? Our rebranding isn’t just a new look—it’s the next chapter in a story that’s been rolling for decades, from the nostalgic chug of steam engines to the sleek Acela zipping across the tracks. We’re redefining the future of passenger rail while honoring the rich history that brought us here.

After celebrating our 50th anniversary in grand style and riding the wave of excitement from the FRA Round One decision and our whirlwind Whistle Stop Tour, we knew it was time to ask ourselves: What’s next? With momentum building and excitement high, we decided it was time for something big—a full rebrand that would carry AAO into a new era of passenger rail in Ohio.

It might seem like an unusual moment for such a bold move, but after careful research, countless discussions among our team and board, and consultations with industry experts, we knew this was the way forward.

This isn’t just a rebrand; it’s an evolution.

We’ve taken the essence of AAO and reimagined every aspect to propel us into the future.

So, what’s new? You’ve probably spotted our fresh logo and wordmark, but there’s more:

• Tone - We’ve shifted to a more conversational, approachable, and warm tone. Why? Because we’re talking to you, not at you. We want to engage in a dialogue, not deliver a monologue.

• Graphics - Our visuals now feature modern retro designs, created in-house. This unique blend of past and present evokes nostalgia for Ohio’s rail heyday while staying firmly in step with today’s trends. These original graphics make AAO stand out, ensuring our brand is as recognizable as it is memorable.

• Social Media - Our team has been on fire, increasing our followers on X, Instagram, and Threads by 15% in just six months. Now, we’re bringing that same magic to Facebook and LinkedIn. Why? Each platform has its own audience, and we want to tailor our content to resonate with you, wherever you are.

• Merch Store - We’ve rolled out new designs and more products. Sure, anyone can slap a logo on a tee, but we wanted to go beyond that. Our merch is designed to be fun and functional, with visuals that support our brand while offering something fresh and exciting.

Our rebranding isn't just about a new look; it’s about a new voice. Our e-newsletter and website blog will now offer a richer variety of original content, featuring new contributors and expanding beyond passenger rail updates. We’re committed to highlighting progress across all forms of public transit and exploring how successful initiatives in other states can inspire and inform solutions here in Ohio.

Flexibility is at the heart of our new brand. Our choice of fonts allows us to seamlessly incorporate various accent styles for graphics, while our visuals blend high-quality photos with original artwork for a dynamic aesthetic. Our chapters are evolving too, combining traditional meetings led by field experts with interactive opportunities to explore existing infrastructures and fostering social gatherings. Most importantly, we’re listening to you—our supporters—using your feedback to shape the stories we tell and the way we tell them.

But how do we know if this brand evolution is working? We’re closely monitoring key metrics like website traffic, memberships, donations, merch sales, and social media engagement. Since the rebrand launched in mid-July, our social media has grown by 13%, and website visits are up 32% year-over-year for June, July, and August. Let's look at that again. In the six weeks since the launch of our rebranding, our social media following across all platforms has increased by almost the same amount as it did during the previous six months and over 2,000 more people visited our site this year than during the same period last year.

This surge in visibility means more support for passenger rail in Ohio. That support strengthens our cause, boosts our credibility, and sets the stage for the next chapter — one where passenger rail thrives once again, connecting the Midwest like never before. And you, our AAO members, are the ones who will help write this story. Together, we’re shaping the future of rail travel in Ohio. Let’s ride.