Bus passengers are set to see a new look for Newbury & District buses.
Reading Buses acquired Newbury & District from its owners last autumn and has now developed new branding to underline the future of the harmonised business as a Newbury-based company.
Reading Buses run the popular jet black service between Newbury, Thatcham and Reading and regained the local authority funded bus network, dubbed Kennections, in September 2016.
Reading Buses say the acquisition of Newbury & District fitted in well with their aim to expand and represented a ‘strategic move’ to strengthen their offering in the West Berkshire area.
For customers, the first visible sign of the ownership change is the striking new brand which will be seen on the streets for the first time from Monday March 4.
Said Robert Williams, Reading Buses Chief Executive Officer: “Whilst we are trying to bring the brand into the Reading Buses family, we don‘t want to lose any of the loyalty that has been built up over the last few years.
“Our research suggests that the Newbury & District name is well respected and Reading Buses can genuinely say that we have been running buses in the area since 1932.
“The buses will stay in the recognisable Newbury & District black and we are including a standout new lime accent to bring some commonality with our Kennections buses in the Newbury area.”
Nikki Ball, Reading Buses Marketing and Brand Manager, who led the new look concept, explained: “The new logo includes a bird motif that draws influence from the old Newbury & District logo which had a wave shape that looked bird-like. It also celebrates the connection of rural areas and towns – and the freedom to travel.
“It is not just about a new logo, but also our wider values and commitment to running services in Newbury, Thatcham, West Berkshire and beyond.
“It’s not quick or easy to do, but the general public and our staff will eventually see the new branding everywhere – on letterheads, signage at the Newbury & District depot and an improved website.
“As more vehicles are re-branded in the new look, they too will be seen in the Newbury area over the coming months.”
And she added: “We are aiming to complete the whole integration exercise in the summer.”