Lincolnshire – National Bus Company Corporate Identity Manual

The Corporate Identity adopted bold, modern shades of the industry’s traditional green and red for local services. We crunch the numbers on the adoption of the new colours across the country.

From NBC’s 1976 advert ‘The go between’, two of the company’s Leyland Nationals cross paths somewhere in the west country: a green vehicle from Western National, and a red Devon General bus. (Photo: Tony Whitehead, for NBC).

In 1972, the National Bus Company adopted Norman Wilson’s recommendation to standardise on two colours for its buses. Wilson had argued for a thorough reworking of NBC’s corporate identity, adopting the three key elements of a distinctive symbol (his ‘N’-and-shadow-arrow), distinctive typography (his bespoke National lettering), and disciplined use of bold corporate colours.

Red, blue and white had been chosen for the initial National branding early in 1972, reflected in that year’s first edition of the Corporate Identity Manual, developing the concept of the ‘white coach’ uniform national network. The approach to the identity for local buses, announced in July 1972, stretched Wilson’s disciplined colour scheme, adding green to the corporate palette.

Though the vibrant shades of red and green chosen were intended to signal a move towards a modern industry and away from the from the ‘drab’ darker colours previously used by local bus companies, green was retained as a nod to the companies’ traditions, intended to retain an element of pride and goodwill from staff and passengers alike. Adopting a single bus colour was thought to be too disruptive, and possibly confusing for passengers in parts of the country where NBC subsidiaries overlapped and provided services on different routes.

Visiting Lincolnshire Road Car green Lodekka 2501 in a sea of red at Yorkshire Traction’s Doncaster depot, in around 1979.

Blue, meanwhile, was used by relatively few local companies, so though it would have been a better fit with the National identity, it was argued that adopting it nationally would have required more upheaval. In practice, of course, the introduction of the new identity required all vehicles to be repainted in the new colours anyway, so whether switching to blue would have been more challenging logistically is a moot point.

Norman Wilson appears to have disapproved of the compromise to include green in the corporate identity so fiercely that the colour green does not appear on a single vehicle illustration in his otherwise comprehensive Corporate Identity Manual, even illustrating liveries for ‘green’ companies in red. (The reprint of the Manual will add in some green illustrations as extra pages.)

At Eastern National’s Chelmsford works, Fred Brewster applies the new corporate identity lettering and symbol transfers to a Leyland National in 1973. Read more in the blog on corporate disobedience. Picture: Tony Whitehead/NBC.

What proportions of NBC’s fleets went leaf green, and how many buses ended up in red? How many local fleets adopted other colours?

To answer this question we accessed the initial tenders for fleet name transfers in Wilson’s new National lettering, filed away in The Bus Archive. The tender calls for printed transfers for around 18,000 vehicles, consisting of 5” high fleet names and monochrome versions of the NBC symbol. The NBC symbol was ordered in a single version, as the monochrome version could be rotated to point left or right. The later 1976 colour panel bearing the NBC symbol had to be printed with separate versions facing left or right – each having the red ‘N’ on the top, and its shadow in blue below.

A tender document for the bulk purchase of NBC symbol and fleetname transfers, in preparation for the roll-out of the corporate identity, showing the numbers needed – roughly double the number of vehicles in each operating company’s fleet. The letter was sent to suppliers by A O Timms in NBC HQ’s purchasing department at New Street Square in London and is dated 25 July 1972, just a week after the new identity for local buses was announced. Source: The Bus Archive.

Initially NBC offered both symbol and fleetnames in the corporate identity standard white as well as a variant in cream to allow the new graphics to be applied – incongruously – to buses still in their traditional colours with lining in cream, without having to wait for a repaint. In practice few companies took up the cream option, preferring to adopt the new standard straight away.

Only a few local operating companies took up the offer of cream-coloured fleet names in Norman Wilson’s National lettering and NBC symbols. The thinking was that the identity could be rolled out faster by matching the new graphic design to the traditional liveries lined out in cream, rather than waiting for buses to be repainted. In practice the mix of Bauhaus-inspired graphic design with traditional liveries usually looked quite odd. In 1972, Alder Valley Loline III number 503 is undergoing its own transition from the green livery of Aldershot and District, into the new combined Alder Valley fleet, and will eventually end up in poppy red. Much later, in preservation, it will turn back into its traditional Aldershot and District colours, which it carries today. Picture: Richard Price collection.

These early tender documents from July 1972 indicate the numbers of fleet name transfers needed by each company, asking suppliers to quote for the transfers in either cream or white, but do not show which local bus companies have asked for the cream version, nor how many. The tender invitation also refers to the symbol and fleet name lettering “with black outline”. Originally Norman Wilson and colleagues thought that a thin black ‘keyline’ would be needed to allow a crisp edge to the graphics, and this was reflected in the Corporate Identity Manual of June 1972. However testing proved that the method of applying transfers to painted vehicles gave a sharp enough look, so in September a simplifying modification sheet was added in the Manual, stating that ‘transfers of name and symbol [will be] in one colour only. Contrary to page 8 the “thin black retaining key line” is deleted.’

This sheet showing fleet names prepared in Norman Wilson’s National lettering was circulated with the tender invitation letter to transfer suppliers. It includes Hebble, which by 1972 had lost most of its bus routes to adjacent NBC operating companies, the company becoming solely a coach operator until its absorption into National Travel (North East) in 1973. The Hebble fleet name was not used once the corporate identity was adopted, except as a coach brand, which in turn was dropped in 1973. Source: The Bus Archive.

The numbers shown in the chart don’t precisely match the fleet lists of the time, as there was some over-ordering of transfers (the breakdown for Northern’s subsidiaries uses the PSV Circle’s fleet listings for 1972). By halving the order numbers, we have an approximate number of local buses (stage and dual-purpose) in use in each local fleet in mid-1972, as the corporate identity was being rolled out.

These show that, on adoption of the corporate identity in 1972:

⁃ of 42 local bus companies, 24 adopted red as standard, and 14 green, while 3 retained one of the several shades of blue. Northern and its subsidiaries operated a mix of red and yellow fleets from the early 1970s, though on adoption of the new identity red was used except in Sunderland District which retained its ‘midnight blue’.

⁃ around 55% of buses were adopted the new poppy red, a bit less than 40% leaf green. Less than 3% retained blue, while large parts of Northern General’s fleet of around 500 vehicles, together with a smaller number of buses from Northern subsidiaries Tyneside and Tynemouth, later turned out in NBC yellow, complementing the cadmium yellow adopted by Tyne and Wear Passenger Transport Executive for its own buses.

The colours of NBC’s fleet of around 18,000 local buses on adoption of the corporate identity. Calculations of local bus allocations, based on fleet name orders from the July 1972 invitation to tender document.

Incidentally, the labels ‘poppy red’ and ‘leaf green’ – widely used by designers, enthusiasts, preservationists and staff across the industry – do not appear anywhere in the company’s documents, including the Manuals! The new colours are referred to simply as National red and green.

Instructions from the 1972 edition of the Corporate Identity Manual explain the specification and position of the fleetname and new NBC symbol. Source: NBC Manual Project.

An outpost of NBC green in the north: on adopting the corporate identity, Northern General subsidiary Tyneside replaced its traditional dark shade of green with red, and then yellow as it operated within the Tyne and Wear PTE area. But briefly, some of its vehicles, still in green, had the NBC lettering and symbol applied. A rare picture of Tyneside Daimler Fleetline 93L en route to Newcastle in 1972. Photo: Michael Mccalla.

Read more about how the modernist-inspired design of the NBC identity was shaped by Norman Wilson’s design influences, combining his three key elements: bold, uniform colours, his distinctive typeface, and a striking monochrome version of his NBC symbol, wordlessly conveying the nature of the business, all drawn together in a grid-based layout which brought a sense of uniformity and modernity across disparate companies and an enormous variety of vehicle types.

If you have recollections of the roll-out of the new livery, how it was managed, or remember your initial reaction to it, please let us know. We’d be happy to include these in a future blog, and perhaps in the Manual book itself. Get in touch using the form on this page, or the contact page here: https://nationalbusmanual.com/contact/

NBC’s televised corporate identity spectacular for Norwich Union left a bus fleet in disguise

In 1974, NBC did their insurers a favour. Following their contract negotiation to insure vehicles across the whole company, NBC agreed to help Norwich Union to stage a spectacular advert for television. Produced by advertising agency McCann-Erickson, it featured buses from across the company’s local subsidiaries, showing off the new corporate identity green and red bus liveries, and then forming up into the outline of the insurer’s logo, based on the shape of Norwich cathedral. It’s not clear whose idea the advert was, so perhaps it was just a coincidence that the underwriters for the NBC’s policy occupied part of Norwich Union’s headquarters building with a perfect aerial view of Norwich’s busy Surrey Street Bus Station.

Our tidied-up version of NBC’s advert for Norwich Union, filmed on Sunday, 6 October 1974 at Norwich Airport.

David Slater tracked down a reference to the event in Buses magazine: “Several Bristol RLs, LHs and Leyland Nationals were used for filming a Norwich Union advert at Norwich Airport on 6 October 1974. A total of 50 buses were used, some of which were disguised as members of other NBC fleets such as Alder Valley, Hants and Dorset, United”. In fact, 39 vehicles are visible in the film, 20 red and 19 green. Eastern Counties provided the red buses, while neighbouring Lincolnshire and Eastern National supplied the green vehicles.

We recently tidied up the advert to restore the colours, sharpen it up, and provide a more contemporary (1971!) soundtrack. Taking a closer look at the sharper images, some of the red bus fleetnames show signs of having been stuck over something else. Look at the ‘Yorkshire’ illustration for example, where on close inspection the join is pretty clear.

Several members of the Eastern Transport Collection Society have memories of Eastern Counties’ supplying the red buses for the event. Norman Steels remembers that a number of Norwich drivers including Clive Sansby were involved in ferrying vehicles to the airport, and then in the elaborately choreographed bus manoeuvres for the advert itself. All drivers were required to wear their newly-issued NBC corporate identity uniforms for the occasion, and you can make out the octagonal drivers’ hats in the interior shots.

Eastern Counties drivers sporting brand new corporate identity uniforms, with Bristol LHS LH696. On the left is Peter Fish of Cromer depot, Norwich’s Tony Tate is third from the left, and to his right, Tony Frost and Micky Dogget. Photo courtesy of Tony Tate, possibly taken by Clive Sansby.

As well as six Norwich drivers, Eastern Counties drew in drivers on Sunday extra-overtime rates from Cromer, King’s Lynn and Ipswich, and having driven them across the Fens, Lincolnshire drivers took charge of many of the green buses. Eastern National’s Alan Tebbit remembers that their Chelmsford depot provided six Leyland Nationals, with Bristol REs from Colchester, Clacton, Harwich and Kelvedon, meeting up outside Colchester before travelling in convoy to Norwich, led by Alan in a Leyland National.

Tony Tate, who joined Eastern Counties as a conductor in 1962, was the driver of the lead vehicle, a red Bristol RE, in the advert. Under and arrangement with the Transport and General Workers’ Union, Tony remembers that all of the ‘performing’ drivers participating in the film were compelled to join Equity, the actors’ union, for the day.

The film shaping up into the Norwich Union logo was actually done backwards. An article located by Adrian Tupper in his archive of National Bus News explains that “good as the National drivers are, it would have been asking too much to expect them to tear around the airfield and form themselves into a perfect shape. So the crucial part of the action was shot in reverse. In other words, the symbol was built first, and the buses driven out of it, one by one.”

Tony’s role was certainly hair-raising. “There was a cameraman laying on the runway with his camera, and I was told to drive straight at him” he recalls. “The director told me ‘drive straight at the camera’, and not to turn until he waved his arm. I had to drive at speed, and I must have been only 10 feet away when he waved for me to turn. You can see in the film, I had to pull hard on the steering, and that was a real sharp turn to avoid him!”

Tony recalls a long day at the airport, though crews were well looked after with first class catering, a substantial cooked breakfast and a big roast lunch. As National Bus News put it: “Two days’ shooting… fifty buses… a full crew and a helicopter. It all adds up to thirty seconds of TV film. It’s not easy. But if you’ve seen the end result, we think you’ll agree that it was worth it.”

Chris Dugdell recalls that it was much talked about at the time – and that ironically, even though the company’s RL734 is one of two buses actually identifiable in the film (along with Lincolnshire’s brand new LH 1033), the name ‘Eastern Counties’ does not actually appear in the advert at all!

Article in National Bus News, March 1975, courtesy of Adrian Tupper.