The NBC Corporate Identity was launched fifty years ago in 1972. It was the product of a series of political, commercial and design decisions. In this post, we look at the timeline of events and the context which gave the Identity its purpose.
25 October 1968
Barbara Castle’s Transport Act gets Royal Assent, legislating to set up the National Bus Company, instead of her original plan for regional transport corporations. Taking advantage of an unexpected opportunity to bring the bulk of the English and Welsh bus industry into public ownership, the creation of NBC offered a relatively straightforward route to establishing a national body to help to coordinate public transport.
1 January 1969
National Bus Company formed, merging the bus and coach businesses of the nationalised Transport Holding Company and British Electric Traction.
NBC makes attempts to adopt common marketing and a house style for coach liveries and publicity, using the modern-looking Microgramma typeface.
19 June 1970
Heath government elected, determined to make NBC a commercial body, rather than the coordinating public authority envisaged by Castle. John Peyton appointed Minister of Transport.
Peyton approaches Frederick Wood, chair of chemicals business Croda International, to become NBC’s chair. Wood accepts.
Wood asks designer Norman Wilson, architect of Croda’s corporate identity, to work with him to develop a corporate identity vision for NBC.
Wilson – with his talent for letterforms – draws the iconic ‘N-and-shadow’ National arrow symbol one evening over dinner and formalises it into an 8×8 grid. With Wood’s approval and vision of a uniform national ‘silver coach’ express service, Wilson expands on the symbol to develop a framework for the identity.
1 January 1972
Wood takes up the Chair of NBC, along with a new Board. Outlines his thinking on the express network and NBC’s identity, inspired by the silver coaches of Greyhound’s iconic brand in the US. Dissuaded from a plain-chrome livery for practical reasons, the idea of the White Coach is born.
Wilson is invited to set out his thoughts to the NBC Board, using display boards to set out the concept of the National symbol, the white/red/blue corporate colours, the white coach and consistent typography. Wilson is appointed design consultant to the Board.
3 February 1972
The Corporate Identity project is announced internally in a letter to General Managers – “NBC has asked a Design Consultant to advise on all matters relating to a corporate identity for the N.B.C Organisation” suggesting it will be rolled out within six months.
Wood decides to mark the end of his first 100 days at April’s annual General Managers’ conference for the bosses of NBC’s subsidiary companies, at which he will outline his plans.
First week April, 1972
With preparations for the General Managers’ conference going down to the wire, at the start of April 1972 Wilson makes the trek from Manchester to Lowestoft, in a car packed with red & blue vinyls. He prepares the ‘prototype’ White Coach at the Eastern Coach Works, assisted by respected ECW coachpainter Alan ‘Casey’ Crisp.
More to follow. Do you have memories of the adoption and roll-out of the NBC Corporate Identity? If so get in touch using the form on this page, or the contact page here: https://nationalbusmanual.com/contact/
Portraits of Frederick Wood and Norman Wilson: NBC. Portrait of John Peyton: National Portrait Gallery. Extracts from NBC correspondence and photograph of NBC’s General Managers in 1969 courtesy of The Bus Archive.