The Happy Railroad Occasion!

The coming of the Chessie System was a shot of hope for the entire railroad industry.

One day in May a question was asked. When the new name of the C&O-B&O affiliation was announced in most newspapers early in September 1972, it was in the form of short paragraphs. “The two Cleveland-based railroads have announced that their corporate name would be the Chessie System” (The Portsmith Times, September 1, 1972). The unveiling of the Chessie System name and color scheme in Cleveland was a big deal, an event attended by many C&O-B&O employees and customers. Getting to the unveiling of the new, official name of the C&O-B&O affiliation suggested in Howard Skidmore’s 1965 report took someone to ask about it in 1972, but it required someone to ask a question about the new name and recommendations of the report.

It was not the board of the C&O-B&O partnership that brought up the Chessie System recommendation. It was the customer service and public relations people who did in 1972. On May 24, Howard Skidmore was the C&O-B&O’s vice president of public relations when he was asked, “Can’t we implement your proposal for the Chessie System?” Skidmore called in the head of the creative department, Franklyn Carr, to design a logo to reflect the new name of the Chessie System. But bringing the Chessie System to the life of the C&O-B&O merger took an effort from all departments to put the “new look” on the tracks. The unveiling of the Chessie System paint and colors was also a statement of hope, a happy railroad occasion!

The Unveiling of the Chessie System

On August 31, 1972, the Chesapeake & Ohio (C&O) and Baltimore & Ohio (B&O) Railroads officially introduced their new unified brand name: Chessie System. Hays T. Watkins hosted the unveiling in the B&O West 3rd St. Roundhouse for hundreds of shippers, officials, and employees that coincided with the C&O board of directors’ annual meeting. Watkins gave a speech to the happy crowd that had the three themes of “progress, railroad efficiency and railroad profitability,” a message that defied the current “daily diet of railroad doom and gloom.” Watkins’ speech pointed to a bright side, a bright side that was “officially acknowledged in official Washington.” The C&O-B&O unity in management and operations across an 11,000 mile system, that encompassed 14 states and the Canadian province of Ontario was known far and wide. This success enabled the C&O-B&O to concentrate on railroading and “helping move efficiently and economically the million and one things the consuming public wants.”

The Logo: The new trademark featured the “Ches-C”—a large letter “C” with the silhouette of the famous “Chessie” sleeping cat tucked inside. The adaptation of the new “Cat Scheme” based on a bright yellow, vermillion and blue was an expressed effort to enhance the safety and visibility of Chessie System locomotives and rolling stock. The operations department stood ready to begin to paint the new identity, and paint they did, starting with the B&O 1977, a road number intended to celebrate the 150th anniversary of the Baltimore and Ohio’s founding charter that would also be the founding charter of American Railroading.

Rebranding and Modernization. “Care”: While Chessie the cat originally symbolized “Sleep Like a Kitten” for passenger travel, the company repurposed the image to symbolize the careful handling of a patron’s freight. The name change was described as a sign of the railroad’s readiness for change and a renewed commitment to safe, on-time performance. From the sales department it was said that “Chessie’s simple soft sell in this day of the hard-sell slogan conveys a personal approach.” So, a customer could “sleep like a kitten and wake as fresh as a daisy” knowing that their freight was in the safe hands of the Chessie System.
- Chessie System’s merchandise freight department’s “Instant Answers.”

The Center of Attention: The EMD GP40-2, B&O No. 1977, a 3,000-horsepower diesel locomotive, the B&O 1977, an EMD GP40-2, was wrapped like a gift. On a signal from President Hays Watkins as he concluded his speech, a swarm of young ladies wearing “Purr-fect Transportation” tee-shirts tore off the wrappings.

Price Tag: $267,088 per unit.
Horsepower: 3,000 HP.
Weight: 277,500 pounds.
Fuel Capacity: 3,600 gallons

Designed for the Crew:
Improved Ergonomics: Controls and dials were rearranged for better visibility and ease of use.
Crew Comfort: The addition of thermal and acoustic insulation made for a quieter, more temperate workspace.
Safety First: Advanced alarm systems and four-channel radio systems allowed crews to stay in constant contact with cabooses, yards, and even other railroads.

B&O 1977 was the first delivery in a massive $26.9 million investment. Of the total order, 65 of these powerhouses were assigned to the B&O, while another 20 (along with 15 General Electric units) headed to the C&O. Together, they ensured that the Chessie System remained one of the most modern and powerful fleets in the industry, ready to carry the B&O legacy into a new era. Following the event, the company began a fleet-wide update, starting with 100 new locomotives (85 from GM’s Electro-Motive Division and 15 from General Electric) and new caboose designs, all featuring the bold new Chessie colors. These weren’t just any engines; they were GP40-2s from General Motors’ Electro-Motive Division. As a “second generation” general-purpose locomotive, the GP40-2 represented the cutting edge of 1970s rail technology. (Chessie News, September 29, 1972.)

Chessie colors, as they appeared in the September 1, 1972 addition of Chessie News.

The Happy Railroad Occasion!

Watkins’ speech: A Happy Railroad occasion for the entire Railroad Industry. Watkins’ speech at the Chessie System unveiling was directed at providing hope to a problem-ridden railroad industry. Watkins paid tribute to all the men and women in railroading and the entire railroad industry for it’s “spirit and vitality, commitment and dedication” to the Nation. Watkins acknowledged that there were many problems the industry. The Chessie System was held up as a new chapter to the industry. He acknowledge that the C&O-B&O proudly provide a national service. Watkins’ also gave tribute to the the large part the sales and customer service departments played in creating and adopting the “Ches-C” of the Chessie System, along with the colors and “Purr-fect Transportation.” While color schemes and names are important, said Watkins, “performance is the most important ingredient of all in a good reputation,” and the “Sleep like a Kitten” slogan still carried a good reputation.

I am pleased to tell you that the Chesapeake & Ohio and Baltimore & Ohio railroads are dedicated to their transportation role. They believe wholeheartedly in its importance to this nation. They are enthusiastic about doing the job as well as they know how.

[T]he railroad industry has, I’m proud to say, spirit and vitality, commitment and dedication” The men and women of C&O-B&O share that vitality and dedication, and some of them are here today to help take a direct hand in pulling aside the curtains on this new chapter in railroad transportation.

– Hays Watkins, President of the Chessie System, August 31, 1972.