A replacement for the 20-year old ‘beach ball’ Stagecoach livery has been on the cards since 2017 when Stagecoach first mooted that it was considering its options. The results of three years of research and considerations were revealed to the public last week
On 30 January Stagecoach unveiled its long-rumoured brand-new look. It says that the new bus design is part of a wider commitment to simplify, modernise and enhance its customer experience, whilst reaffirming its customer-first approach. Stagecoach said it asked thousands of customers to share their thoughts on how the new design could serve them best, and what would encourage them to use public transport more regularly.
Its findings highlighted that 69% of customers often found it confusing to find the bus they wanted, with a further 37% stating they would use the bus more often if it was simpler and more modern.
Following this feedback, the operator created its new simplified and clearly color-coded design for its various bus services to make it easier and instantly recognisable for passengers to identify their required service, representing the three different types of journey; azure blue for its ’Local’ services, amber yellow for ’Longer’, and ocean green for ’Specialist’ services. Stagecoach says it has also restructured the way its services are classified to make it easier and more clearly differentiated for customers to identify which service they require.
Martin Griffiths, Stagecoach Chief Executive, said: “We are proud to serve our customers and connect communities across Britain, and our research shows more people will get on board the bus if it’s simpler to use. Our new look design and the multi-million-pound investments we are making in greener buses, smart technology, and better journeys is designed to give our customers exactly what they want.”
To celebrate the arrival of the new look bus design, Stagecoach created a special one-of-a-kind mosaic bus livery (centre right), featuring the faces of customers, drivers and communities from across the 11 regions of the country served by Stagecoach. The images featured on the special one-off bus were selected from a year-long photography project commissioned by the firm, with photographer Stuart Roy Clarke travelling throughout the UK ‘to capture the spirit, individuality and personalities of the people and communities that the iconic bus serves every day.’
Aislin Smith, 17, a student from Glasgow who features on the special bus livery, said: “I have always found Stagecoach buses easy to use, especially for someone who has a less visible disability like myself. I think it’s great that there is a continued commitment to making the buses easy to use for customers, it’s something that has helped me have more freedom and flexibility in my life. It’s pretty cool to be featured on the very first of the new buses.”
Stagecoach’s familiar ‘roundel’ icon has been retained and modernised and will be universally adopted across everything that the bus operator offers, the colours representing the three different types of journey. These are:
Local buses – these are everyday community buses with strong local connections that take people to work, education, hospitals, leisure activities with friends and family and ‘life’s important moments.’
Longer distance – buses with added comfort and value for customers that need to take a bus beyond the place they live.
Specialist – these are specialist services built for purpose – for drivers who need to park their car outside of town and use park and ride services, university students who need a lift to class and tourists who want to go sightseeing around the country.
On the same day as the new livery launch, drivers throughout the group started to receive a new addition to their uniforms. Lanyards sporting the new version of the Stagecoach fleet name, along with two pin badges are being distributed in a pack. One badge is the new logo, whilst the other shows the new ‘Proud to Serve’ slogan.