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In this colour photograph, a copy of the book ‘Logomotive’ lies open at a page with a deep red background carrying the logo of the ‘Zephyr’ express train while alongside is a limited-edition black-and-white print of the same logo and an Art Deco milk jug.

Acquire a Work of Art

Written by Sheldrake Editor on . Posted in News.

The age of streamliners on the American railroads was so visually exciting that we created an art book, Logomotive, in tribute and made the cover art into a limited-edition print. For the next two weeks, we are offering this book for 30% off alongside a free work of art numbered and signed by the artist.

The book ‘Logomotive’ stands face forward with its black-and-white Zephyrus logo set against a red background and the title ‘Logomotive’ printed beneath in yellow in an Art Deco font.
Zephyrus adorns the cover of ‘Logomotive’.

On the cover of Logomotive you see an image of Zephyrus, the Greek god of the West Wind, pointing to a streamlined future above a speeding three-car diesel express. This was a design commissioned in 1934 by the Chicago, Burlington & Quincy Railroad, the Burlington for short, to promote its revolutionary Zephyr trains running through the Midwest. It was later used as the logo for the famous California Zephyr inaugurated in 1949 between Chicago and Oakland.

In this black-and-white Burlington ‘Zephyr’ logo set within an oval frame, the winged god of the West Wind emerges from a bed of cumulus clouds and points to the east with the words ‘California Zephyr’ above and below in bold type.
The 1934 Burlington ‘Zephyr’ logo was later adopted by the ‘California Zephyr’. Photo courtesy California Zephyr Music Band.

A New Work of Art

The original Zephyr artwork is held in the Newberry Library in Chicago and is described variously as a sketch or a painting. It is displayed full page in Chapter 5 on Streamline Style in Logomotive, though the original artist is unknown. Was it a draughtsman in the Burlington’s drawing department, a member of the Director’s family? Whoever it was, it was too sketchy for our Art Director, Bernard Higton. If this logo was to be on the cover of Logomotive, he said it would have to be redrawn.

Bernard commissioned the artist Neil Gower, known for his covers of Bill Bryson books and designs for Shakespeare & Co., the Folio Society and others, to create a new and improved look for the Zephyr logo. Neil tried various styles before getting the final artwork approved, and you can see them in For the Love of Logos.

A black-and-white limited-edition print carries the image of Zephyrus, winged God of the West Wind, pointing east above a speeding three-car diesel express.
The artist Neil Gower has numbered and signed the first 100 limited-edition prints produced.

Limited-Edition Print

Neil Gower’s finished artwork looked so spectacular that we commissioned a limited-edition run of 200 prints on Hahnemühle fine art paper. Print No. 1 went to the train-enthusiast President Joe Biden. Prints Nos. 2, 3 and 4 went to the architect Norman Foster, who wrote the Foreword, and the authors Ian Logan and Jonathan Glancey. Subsequent numbers went to the others most closely involved in the editing and designing of the book and to readers who pre-ordered it.

We are now making available Nos. 55 to 100.

In this colour photograph taken in the Publisher’s study at Sheldrake Press, Jonathan Glancey signs a copy of ‘Logomotive’ watched by members of the editorial team.
Jonathan Glancey signs a copy of ‘Logomotive’.

The Excitement of American Mid-Century Modern Design

When he came into our office ten days ago, we asked the co-author of Logomotive, Jonathan Glancey, why anyone in the UK would be interested in a book about American trains. ‘It’s a book about American design, sure,’ he said, ‘but at its most glamorous in the 1930s, which is where we focus. It’s very seductive. If people like cinemas, if they like department stores, if they like diners, it’s all there! It’s very exciting.’ he said. Watch him signing copies of the book here.

Limited to Two Weeks

If you order Logomotive: Railroad Graphics and the American Dream in the UK between 8th and 19th December 2025, you will get it at the reduced price of £30 (£35) and we will send you a limited-edition print numbered and signed by the artist, Neil Gower, free of charge. The print is worth £15, so you are saving £20.

In this colour graphic headed Mid-Century Magic, a copy of ‘Logomotive’ and a limited-edition print are offered as a Railroad Art Bundle at £30.
Click image to order bundle.

The first three readers to purchase this bundle will get a copy of Logomotive signed by the authors, Ian Logan and Jonathan Glancey.

To order the book-and-print bundle in the UK, please click here. The offer is limited to readers in the UK and expires at midday on 19th December.

Readers in America will be able to obtain the limited-edition print once copies have made it to the other side of the Atlantic.

Relive the age of the streamliners on the American railroads.