Livery ,Logo, ‘n’ Stuff
Jon opens a can of worms.
And now for a subject we all have opinions over. Your livery and if one is used, your logo. On this can of worms I am on to a looser, as you will do what you want to do, and sod anyone else’s opinion. Quite right too, as it is your company, not mine or anyone else’s, and who am I to try to tell you what to do – or for that matter, what not to.
I would suggest it starts with your company name, have you chosen to use your own, or a one that conveys the area you are from, or perhaps some Greek or Roman/Latin/whatever name that you deem is understandable to the public?
You may be living with your family name from generations ago, and there is nothing wrong with that. Quite the reverse, as if you are still going strong you clearly have a good name, well respected, and well known in your area of operation. I doubt if your colour scheme and design have changed too much over the years, bar a tweak here and there to fit in with new coach design.
All that I am suggesting is that a new pair of eyes may come up with something a little more striking.
I did hear of a well known operator going to the local College of Art – no doubt some sort of University these days, and worked with them to come up with new ideas for a £100 prize. They were amazed at some of the results, from appalling to well worth thinking about, and whilst diplomacy prevents me from telling you who it was or of the outcome, it was seen as a success. Say no more!
Believe it or not, you can even find out what colours mean on a Google search, and although open to interpretation it is interesting to see how some peoples subconscious sees your product before even making a conscious decision. Add to this the type face you decide to use, and you are getting an image across which may affect your business.
Big multinational company’s spend millions on this to try to get it right, and to get their product across in the most recognisable and profitable way.
Take chocolate for example, if it was in a purple wrapper which company made it?
Exactly, I don’t even have to mention the name.
Add to that a well known logo we have all been brought up on, and you can see that it isn’t always needed to change for changes sake. Look at Cunard, who have a strong base colour of dark blue, with red coller’n’cuff and white topside, which to me, rightly or wrongly, portray quality and tradition at a glance. Strangely enough, these were almost the same colours adopted by the late lamented GNER East Coast train services – were they trying to give the same impression?
Given that quite often these would both only be seen from a distance, or speeding past, they have to give instant recognition at a glance, and both succeed. Oddly enough, isn’t British Airways colour scheme similar?
Looking at our colleagues in haulage, they have the same problem, yet we can spot an Eddie Stobart truck from quite a distance, but is it because we know and recognise the green colour, the logo writing of the name, or a combination of both? If there base colour was blue, would it stand out differently, or in yellow, or red? Green is seen by some as an unlucky colour, well it hasn’t done him much harm has it?
So how do you see your colour scheme and logo? Is it to be recognised easily on a motorway, or close to when parked, and how much information do you include, or is it traditional within your family – or a mixture of all of these? Now if you think I am going to offer an opinion on what colours are the best, the right logo, the right script.... ah, dear reader, suicide is not in my make up! All I wanted to do was to make you think about it, and hopefully, that is what you are now doing.
Happy with it? Good. Fancy a possible change? Good. It is up to you, for it’s your company, your reputation, your image and your identity, and I for one am going nowhere near it!
More information on reputation can be found on http://www.mbs.ac.uk/research/corporatereputation/reputation-chain.aspx which is from the Manchester Business School. Interesting reading.
Clearly you are getting a message across to the public, but it confuses me why coaches don’t carry more advertisements too. Not suitable for everyone of course, but some have for years utilised the rear windscreen for telling others what luxury items the coach has on board, so what’s wrong with going that extra step? Taking that your name and logo are on all four sides of the coach, is it beyond our thoughts to add other things too – future brochures, the advantages of coach travel, or even something from a third party?
When it comes to promoting coach travel, maybe something on the boot saying;
“I can see what you’re missing!”
“Don’t drive yourself, do what I did and get a chauffeur!”
“I’m sat on a leather seat with plenty of legroom and air con – are you?”
“Time for a quick doze whilst travelling. Not advisable for car drivers!”
“Ooo, look at that! Oh, you can’t see it can you? Should’ve gone by coach”
“See that castle – and I know all about it thanks to the coach commentary!”
“Whilst we are stuck in traffic, I can enjoy a hot or cold drink, stretch my legs, and even go to the loo – can you?”
“What? Fly in a tin tube surrounded by inflammable fuel and have to turn up three hours before travel to park, get tickets and go through security? No thanks, this is better!”
“This greener method of transport is unaffected by any strike at BA, or French Air Traffic Control”
“Drink and Driver – the safe way to travel!”
“Why over pay to stay? All travel accommodation, breakfast, choice dinner, excursions, a knowledgeable guide and service INCLUDED on this coach! (Not to mention entertainment, luggage handling and home pick up!)”
“Coach Travel – Six times safer per mile than that little box you’re sat in!”
“Coach Travel – When it comes to pollution, I am twice as clean as a train, nearly four times more efficient than a car, and six times cleaner than a ‘plane!”
OK, you can see why I’m not in advertising, but do you get the drift? We are trying to get car drivers to leave their car at home, and to see the benefits of travelling by coach, so when better than when they are trapped in their little boxes on the M5, M25, or A14? (Or anywhere else in this lovely gridlocked Nation of ours!). Yes, you lose all or part of your name on the boot of the coach, but isn’t that a small price to pay for some advertising? It’s still slapped down both sides and on the front, so it’s not too bad.
Food for thought?
