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Innovating at the edges: the corporate identity and service vehicles

Local companies adapted the NBC corporate identity to service vehicles, producing some interesting (and occasionally wild) innovations.

Local companies adapted the NBC corporate identity to service vehicles, producing some interesting (and occasionally wild) innovations.

Michael Hitchen, author of the leading book on the subject (see links at the end), presents a guest blog on the way NBC’s corporate identity guidelines were adapted (and widely ignored!) for local companies’ service vehicles.

Although the National Bus Company had existed since 1969 it would not be until 1972 that detailed Corporate identity instruction were issued. These included every facet of the organisation activities, including livery instruction on the Service Fleet, a mixed range of vehicles from vans, lorries, recovery vehicles, trainer vehicles and a range of miscellaneous types.

The 1975 NBC manual had only this to say on applying the corporate identity to service vehicles. Local company identities were not envisaged.

Reference to the appropriate page shows a medium size van as an example for the prescribed application. Unlike PSV vehicles where interpretation was relatively restricted, the Service Fleet was far more varied and the NBC allowed this one illustration to guide all other types of vehicle. This should have been straightforward as basically it was a variation on the Central Activities Group (CAG) coach livery, all-over white with red/blue NATIONAL lettering. Oddly, apart from the small legal lettering, there was no advice for the fleetname, which for CAG coaches initially had been a very small ‘company identifier’ underlined in the local company’s bus fleet colour, so if followed as per the manual, these vehicles would have been left anonymous across the NBC fleet.

Image 1 Trent A30 AEC Militant, as per corporate guidance, apart from the inclusion of Trent in red.

While that was the official guidance, in practice each fleet choose its own interpretation. A few did follow guidelines to a certain extent: Trent was a good example of compliance, with white applied to most of its ancillary fleet apart from its tree-lopper, which received all over yellow.

Image 2 Trent A55, again in the mid-1970s Trent followed the manual, A55 was a Bristol LD Driver training vehicle.

Ribble followed for its Trainers and some Breakdown lorries. East Kent and Alder Valley also had white vans, though Alder Valley replaced NATIONAL with its fleet name, as did Oxford South Midland.

The rest of the fleet contained a huge variety, rule of thumb was the use of the fleets base colour, ie Grass Green or Poppy Red, though I have no evidence of NBC Blue being used on Service Vehicles.

Image 3 Hants & Dorset 9092, apart from the corporate fleet name, Hants & Dorset applied carried this livery over in 1972, with a recruitment message along with the lettering stating the bus’s use.

Variation of this application depended on the company, Crosville choose unrelieved Green on its vans and lorries and a dual-purpose livery for its recovery vehicles including it impressive AEC Matador Heavy Recovery Vehicle. National Welsh treated its vans in dual-purpose red/white but used yellow for its Recovery and training vehicles. South Wales often used red or yellow but with no fleet name. With these vehicles, variation was the running theme across the corporate NBC! The livery of Training vehicles depended on the fleet, Western National, Maidstone, Hants & Dorset, Eastern Counties use all over yellow, with variations on lettering; Eastern National and latterly Bristol, had used all over dark blue, Crosville applied a broad white band between the decks, as did Lincolnshire.

Image 4 Bristol W160, after years of using cream with an orange band, Bristol adopted the same livery for trainers as Eastern National.
Image 5 PMT T466. Potteries trainer T466 display the unique non-standard blue in use in the mid-1970s, letter it used yellow.

Occasionally this lack of strict abidance would see the discreet way of continuing pre-corporate practices, initially Bristol applied Orange/Cream to much of its SV fleet, Southern Vectis applied underlined gold serif fleet names on its dual-purpose liveried van for a time and West Yorkshire perpetuated its use of non-standard green to the majority of it service fleet (apart from Trainers) throughout the 1970s!          

Image 6 East Midlands T2. For its small fleet of trainers East Midland was another company to adopt a unique non-standard livery, this time a shade of dark red
Image 7 Northern T431. Northern General was unique with the NBC in using yellow for its service buses, where they were in cooperation with Tyne & Wear PTE, therefore it changed to green for it Training vehicles, to avoid confusion with its buses. This photo illustrates the reasoning for this colour!

It would not be possible to list the huge variety of interpretation that companies used, many changing within the corporate period! As time progressed particularly into the 1980s livery guidance changed as well, yellow became the standard livery for Heavy Recovery lorries, possibly because of legislation, vans could be seen carrying adverts to promote commercial activities, and vans could be seen in standard factory colours, possibly a cost saving measure, or just white as they where meant to be from the start!        

Image 8 West Riding A20. West Riding applied cream and black to its trainers, along with some bespoke signwriting which would have attracted the disapproval of NBC’s central projects team. Yorkshire Traction did also use similar livery for some of its training fleet.
Image 9 Yorkshire Traction T8, in the mid-1970s YTC changed to this distinct Red, White and Blue livery for its driver trainers, latterly this livery could be found on some West Riding/Yorkshire trainers.
Image 10 National Welsh E8. The Western Welsh group favoured all over yellow for its recovery and training fleet from 1972 onwards, Bristol MW E8 is typical of its application.
Image 11 Bristol W144. Bristol had used Orange/Cream prior to 1972 and perpetuated this into the corporate era for a number of service vehicles, though this Bristol MW conversion has white in place of the cream.
Image 12 West Yorkshire 4044. West Yorkshire a Poppy Red company continued using green for the majority of its service fleet throughout the 1970s. Bradford’s’ attractive recovery vehicle 4044 survives in preservation in this livery. 

Image 13 London Country RF79. LCBS converted three AEC RFs into Towing vehicles, all receiving variations on the yellow and grey livery. LCBS was formerly part of London Transport, which used grey for many service vehicles.
Image 14 Crosville 59A. After 1972 Crosville used only NBC green (some with white) for all its service vehicle, only in the 1980s did other colours appear, AEC Matador 59A, seen here, eventually received all over yellow.
Image 15. Western National RV8.  Western National group, including Devon General, used all-over yellow from 1972 for all its heavy recovery lorries, AEC Matador RV8, looks superb with its company-built bodywork.
Image 16. Southern Vectis 011. Southern Vectis Bedford CF van number 011 clearly show the use of pre-corporate lettering applied to the fleet’s vans in the 1970s.
Image 17. National Welsh E1075. Yet more variety, Ford Escort Mk2 van carries white with a red roof. Later the company painted its small vans in a version of dual-purpose livery.
Image 18. Crosville G759. For other duties companies adopted bespoke liveries, Crosville’s Information bus G759 a Seddon Pennine, gained and orange and red stripe to the NBC green, other companies ‘MAP’ buses received a range of bespoke liveries. 
National Bus Company Service Vehicles 1972-1986 by [Michael Hitchen]

Many thanks to Michael Hitchen for providing this guest blog, including the photographs from his own collection. Michael is an authority on NBC’s liveries, and his book on NBC’s service vehicles is available from Amberley Books here: National Bus Company Service Vehicles 1972-1986 – Amberley Publishing ; and also from Amazon in hard copy or Kindle format.

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