CSX debuts new logo that will brighten Jacksonville skyline

CSX debuts new logo that will brighten Jacksonville skyline (Courtesy of the Jacksonville Business Journal) — CSX has a new glow to its name in downtown Jacksonville. Leaders of the Class I rail carrier — and the city’s largest public company — unveiled new LED signage Thursday for its headquarters at 500 Water St.

In the shape of the company letters and a train, the signs can show customizable text and light up in different colors. During the unveiling, CSX leaders showed off the sign’s display of the American flag, a cheer for the Jaguars and a variety of animations and insignia.

CSX CEO Joe Hinrichs shared how the refurbishment of its branding is tied to bigger goals for downtown.

What sparked the need to change your branding for downtown and evolve as a nearly 200-year-old-company?

Well, the old tagline that was up there, “How tomorrow moves,” we haven’t used for years, so that was already dated and aged. And also, if you looked at the top of the building, it got a little discolored, so we’re going to clean it and change it anyway. It’s like, OK, let’s bring it to life. Let’s make it a great opportunity to have a focal point of something downtown, too. When you see visual shots, you see the bridges, but now you can see our sign, and we can have some fun with it in the city.

You used to work for Ford, and you can’t really associate Ford without Detroit and Michigan, do you want to see a similar thing for Jacksonville with CSX?

We want to make that connection to CSX. We’re the largest public company headquartered here. (We want to) make the connection, but also help showcase what’s going on in downtown.

CSX CEO Joe Hinrichs speaks to a crowd at the Friendship Fountain during the unveiling of new LED signage at CSX’ headquarters.

You mentioned when you first moved here, that Friendship Fountain wasn’t even working at the moment. What did that kind of stir in you to start looking at how downtown was shaped and involving CSX in that?

Well, I mean, I told the mayor this, it was Exhibit A people were giving “Like they can’t even get a fountain working, and how are we going to get all these other things done?” And look what’s happening. The fountain’s working. It’s great.

If you come here at night, there’s a lot of people, a lot of energy, and now the parks are being built around it. But look at what’s happening. The stadium is going to get redone. All the things … the Museum of Science (and) History, presented by CSX rebuilt. Across the way, the Four Seasons, all the things that are happening and now you can see it.

Keeping in mind that Citizens Property Insurance may make the choice to move out of downtown, why was downtown still important for you guys to just remain here in your offices as a presence here in downtown?

Jacksonville is our home. It’s going to be our home, and we’re proud to (have it) be called our home. It’s actually a competitive advantage for us for attracting talent and retaining talent, because people want to live in Florida. Jacksonville is a great place to live, great community.

I mean I’ve enjoyed the two and a half years we’ve been living here. This is our hometown, and you want to be downtown when you’re a public company. You want to show your support for the downtown, and we’re proud to be here.

Photo courtesy of the Jacksonville Business Journal