Stagecoach rebrand has missed a golden opportunity

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Stagecoach’s new local and distance liveries on two vehicles in its East Scotland fleet, Alexander Dennis Enviro400 11563 (SK21 FJP) and Plaxton Elite-bodied Volvo B9R 53810 (YY65 SXS). DAVID OAKLEY

When I first read that Stagecoach was considering a livery refresh, I looked forward to seeing how one of the UK’s best-known transport brands would evolve.

More than 20 years have passed since swoops replaced stripes, but since 2000 Stagecoach has repeatedly demonstrated how it was capable of finely balancing its national brand with well-designed local identities. By virtue of their big group status, neither Stagecoach nor Arriva — nor First until recently — has liveries rooted in any local area, yet I have always felt that Stagecoach led the pack with local branding.

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