Distinct identity created for bus rapid transit network
A bespoke identity, designed to reflect high quality bus travel, has been created for the South East Hampshire Bus Rapid Transit network, to be rolled out ready for the opening of the first phase in April 2012.
The busway, street furniture, bus shelters and vehicles that run on it will be branded 'Eclipse', a name selected to reflect the superior bus experience that Eclipse offers, effectively 'eclipsing' bus travel as it has been perceived previously in the area. To convey the superior comfort, reliability, style and quality of Eclipse, the identity uses colour, typography and shapes that convey the Eclipse experience as a bus service of the future - one with which users will be proud to be associated. The brand name is depicted in gold lettering set in a deep purple, interstellar background, with an image, placed above, of the moon eclipsing the sun to complete the logo.
Hampshire County Council commissioned the expertise of local design and web agency, The Escape, to develop the brand and the marketing materials that will promote Phase 1 of the scheme (a new, dedicated busway built on a former disused railway corridor between Fareham and Gosport). The design has been met with approval by the South Hampshire Bus Operators' Association. The vehicles serving the Phase 1 busway will be operated by First Hampshire & Dorset, who has commissioned new, high specification buses in an Eclipse livery, designed by transport specialist agency, Best Impressions. Selected bus services currently running on the Gosport peninsula will also use the busway for part of their journey.
Executive Member for Environment and Transport, Councillor Mel Kendal, commented: "We are committed to bus rapid transit in south east Hampshire and understand what it needs to offer in order to change perceptions of its value and benefits. It is important to have a clear identity that conveys quality and reliability. Development of a new identity for the scheme is a key aspect of the investment that we, with help from the Government, are making in transport infrastructure to enable improved public transport alternatives and reduce reliance on the car. Frequently running, reliable, high specification buses on a dedicated, bus-only route must be a better option than driving in heavy traffic.
"Focus group research told us that people were impressed with the level of quality and reliability that will be delivered by BRT. They felt that 'Eclipse' communicated values of modernity, efficiency and high quality that the new network will deliver through a series of bus priority measures that will improve bus reliability and journey times.
"This is one of the most congested areas in the south of the county and I believe Eclipse will help to relieve that congestion. Real-time bus information at bus shelters, key interchanges, online and direct to mobile phones will help people plan their travel more easily and to make connections for onward journeys - a crucial factor for commuters. Although I appreciate that, for some, it will be a big step to leave the car at home and go by bus, I believe the combination of reliable journey times, comprehensive travel information together with top quality buses and waiting facilities, offers a persuasive and convincing reason to do so.
Marc Reddy, Regional Commercial and Business Growth Director, First South West and Wales, said: "We are investing £2.3 million in 14 superior quality, high specification 'Eclipse' buses to meet the needs of public transport users today. In keeping with the sophisticated exterior, the buses will be upgraded internally and fitted with leather seating, wood-effect flooring, free Wi-Fi and internal display screens. The screens will offer local travel and route information as well as details about the next stops to be served, and information about the latest fare offers."
During November, more than 8,000 households and businesses within a 1,000m radius of the busway will receive details about Eclipse, its benefits and when it will be open for travel. This will form the first stage of a marketing campaign, in partnership with First Hampshire & Dorset, which will include local billboard and other outdoor advertising, bus-back and on-bus advertising, information days, a dedicated website and leaflets with timetable information and special offers in the run-up to April 2012.
Phase 1 of the South East Hampshire Bus Rapid Transit network aims to boost public transport between Gosport and Fareham and is part of a proposed wider integrated transport strategy for South East Hampshire which aims to reduce the need to travel by car by providing better public transport options, improve traffic and network management and invest for the future to support the development of the local economy.