New West Midlands Transport brand launched

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L-R: West Midlands Mayor Andy Street; Cllr Roger Lawrence, leader of City of Wolverhampton Council; and Laura Shoaf, Managing Director of TfWM

National Express West Midlands (NXWM) has started the process of rebranding its entire fleet as part of a planned single identity for bus, rail, tram and cycle services in the West Midlands.

The operator told CBW that its buses will adopt new West Midlands Transport (WMT) branding as and when they are due for repainting over the coming months and years.

WMT said it plans to implement the first integrated transport system outside London. Each mode will have its own distinctive livery – orange for trains, blue for trams, red for buses and green for bicycles – centred on the distinctive WMT diamond logo.

Transport for West Midlands (TfWM), part of the West Midlands Combined Authority (WMCA), has introduced the new look to ‘spearhead the drive towards a comprehensive and integrated system for the region.’

Mayor of the West Midlands, Andy Street, said: “Branding is not merely dressing, it is about more people using public transport in an easy way.

“Think of the iconic red London bus – it is recognised the world over and the capital is rightly proud of it. This is our chance to inspire a similar sense of pride and identity for people in our region and the transport links that connect their lives.

“For the first time we will have trains, trams, buses, and cycles with one uniting identity which is enduring and, over time, becomes something which defines the West Midlands.

“We are fortunate the stars have aligned to enable us to do this in a cost effective way. TfWM recently took over the Metro so we would have needed to rebrand this in any case. Similarly, rebranding was part of the new rail franchise terms and the bus companies are constantly refreshing their own branding.

“We will be rebranding bus stops and stations in the months and years to come as part of the normal process of replacing them, meaning while this will be gradual, it will mostly be natural.”

Through the West Midlands Bus Alliance, TfWM is working with all operators on the use of the new regional branding. Buses operated in Coventry by National Express are expected to retain their distinctive sky blue livery, but will carry the WMT logo.

An NXWM spokesperson said: “We are working closely with the West Midlands Mayor and TfWM on how we can shape the future of transport in the West Midlands for the benefit of all our customers.

“The co-branded bus is a prototype designed to help provide customers with an integrated public transport network. We look forward to seeing passengers’ reaction.”