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New Brand Look for Arriva Buses

Arriva has an exciting new look to its UK Bus brand after commissioning Cogent Elliott to develop a new creative approach to all marketing materials.

Arriva wanted a new design, which reflected the customer focused nature of the business and, more importantly, one that could be used to unify the vast amounts of communications material being produced by its 8 regional businesses across the UK.

We started by undertaking an extensive brand collateral review and, working closely with the regional marketing teams, developed a striking new graphic design and brand line “Arriva buses. Here to take you there.” The graphic imagery gives a contemporary, clean feel for the brand and provides a very flexible device that can be used across any piece of communications material.

To ensure brand consistency, we have set up design templates for key items such as timetables, ticket leaflets and on-bus advertising, as well as providing creative guidelines for any new project to follow. The collateral and all graphic illustrations are now held centrally on an asset management system to which all the regional businesses have access to.

Nick Gordon, project leader at Arriva, said, “We recognised that our UK bus brand was not where it should be in terms of consistent and memorable messaging to our customers and challenged Cogent Elliott to do something about it.

What they came up with far exceeded all our expectations. It focuses on Arriva’s core message of dependability – helping to get our customers where they want to be – and uses eye-catching imagery and graphics that clearly reflect our key brand values and corporate identity.

We are extremely pleased with the results and are already using them to showcase our services throughout the country.”