Design

Arriva bus brand sports new look by Cogent

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By The Drum Team | Staff Writer

March 12, 2009 | 3 min read

Transport operator Arriva has a new look to its UK bus brand after commisioning Cogent Elliott to devise a new creative approach to all its 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 material produced by its eight regional businesses across the UK".

Cogent, based in the West Midlands, carried out a brand collateral review and, working closely with Arriva's regional marketing teams, came up with the new graphic design and the brand line: "Arriva buses. Here to take you there."

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To ensure brand consistency, Cogent has set up design templates for key items such as timetables, ticket leaflets and on-bus advertising, and has provided creative guidelines for any new project to follow.

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.

"[The new look] 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."

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