Clifford, who retired from NS in 1987, was the railroad’s advertising manager in 1982 when Southern Railway and Norfolk and Western Railway merged and sought a new logo and brand image for the combined organization. He worked with various company officers and advisors to review about 200 logo prototypes before settling on a bold, slanted “NS” followed by five speedlines.
But Clifford believed something was missing. In a recent interview, he recalled that an animal was considered to give the logo an “instant visual.”