These things come and go. It may be the result of a re-organisation, or the presence of a forceful character at the top whose ego enjoys seeing everything in a livery he introduced. When several companies are combined you can understand the introduction of a standard livery to convey the message that previously separate entities are now one. Later, some enterprising local managers press for different local identities, which in some cases appeal to local customers compared with the uniformity of the corporate image.
Examples are BR adopting standard liveries from 1948, and the National Bus Company having either “leaf green” or “poppy red” from the early 1970s. After a few years BR reintroduced regional coach colours, and some years after that reverted to just two liveries, blue and grey or just a very plain blue. With sectorisation several new liveries appeared. NBC was pretty rigid in its livery policy, but there were several examples of a slightly different branding for some local services, such as the Hunter and Lancer groups for Midland Red in parts of Warwickshire and Leicestershire.
Naturally, some liveries are better than others. I don’t think that taste is entirely subjective, or at any rate there are some aspects of it that many people agree on, considering some combinations of colours and some layouts to be generally more attractive and others less so. My preference is for liveries that follow the lines of the bodywork quite closely. I am therefore unsympathetic to many current liveries that include several colours which I feel are splashed on almost indiscriminately. But many people, including the design house that specialises in this approach, consider them to be “modern”, “innovative”, “refreshing”, or “bold”.
I wonder what proportion of people actually care what livery their bus or train carries. I suspect it’s an even smaller proportion who are influenced by the livery to travel or not to travel. First are clearly hoping that their new bus livery with a greater emphasis on the area being served will help to rebuild their image among bus travellers who have been unimpressed by them in the past – combining this with efforts to improve the quality of the service they provide. It’s the reality of the service rather than the external appearance of the vehicles that will decide how successful they are. On the railways the scope for changing the service is more limited. It’s not easy to acquire new or additional trains, or improve service frequencies or routes. First may have had more livery changes than most because in Greater Western it was combining three previous operators, and two in Capital Connect. The only other operator to have combined three previous companies was National Express, but I think ONE was not considered to have brought about a major improvement to its train services. The move to include the National Express name in the branding, on buses as well as trains, followed the arrival of Richard Bowker as Chief Executive. They wanted to do it to c2c as well, but that franchise had an outstanding reputation and I think they realised that a complete NatEx rebranding might not be helpful – hence the eventual very low-key addition of their name to the outside of the trains.
Are people confused by the existence of different liveries? In Manchester until the late 1960s at least eight municipal bus companies operated into the city, and there were other companies as well. Some routes were jointly operated by more than one organisation. I don’t recall that anyone couldn’t cope.
On most rail routes there’s only one operator. You go to the station to get a train and it doesn’t alter your readiness to travel if the station signage is the same as in another part of the country or different. That is, if you even know that it’s different elsewhere. A few years ago SWT spent a lot of money – probably hundreds of thousands of £ – installing new white on dark blue station nameboards in place of the ones in their own colours. Passenger numbers have gone up but not for that reason.
It would be quite easy, I am sure, to construct a questionnaire to prove whatever one wanted to prove about liveries. But what it really comes down to is the argument about whether rail services should be in public or private ownership, and whether people like or dislike certain of the current operators.