1893-1896 Financial Panic

Single Line Shield #2

Dueling Shields

While the Single Line Shield dominated the period of 1888-1893, the Double Line Shield was preferred during the period from 1893-1897.

A Marketing Tool For Troubled Times

National and company financial problems moved Union Pacific closer to bankruptcy. A new president probably wanting to leave a mark on the company, put the logo to work to promote passenger travel, adding beneath the shield a new tagline, "The World's Pictorial Line." This was then added to both shields in different styles.


Double Line Shield #3

Modifying the Double Line Shield of 1888, the Double Line Shield #3 became the predominate logo. "The World's Pictorial Line." tagline was set in a curve around the bottom of the shield. Note that there is no period in "The Overland Route."


Single Line Shield #3

Five months after its addition, "The World's Pictorial Line." set in a curve and new type style, was added to the Single Line Shield #3, matching the Double Line Shield #3.