Monday 1 April 2024

Why is Creativity in Public Transport Important, Including Bus Route Planning and Branding?

Catch The Changes - Different coloured London Buses during the early 1990s

In this article, I will be explaining and referencing my previous articles on why transport authorities need to bring in more creativity to help improve their brand, make their services more attractive, and make wayfinding easier.

I suggest that my readers watch the fantastic webinar by Roger French OBE (BusAndTrainUser), on the secrets of a successful bus operation. This is worth 1 hour and 31 minutes. For people around the world, you can translate the auto-generated subtitles to your language.

This webinar has inspired me to write an article on why public transport needs creativity to make their services more attractive, which includes route branding, conditions of bus infrastructure, level of services, bus priority measures, bus names, and many more in the video.

One of the best ways of promoting public transport is when I visit souvenir shops, I tend to see merchandise such as toys of London Buses (notably the AEC Routemaster), Underground trains, London Taxis, Tube Maps on bed covers, etc. This shows that the transport system in London is renowned around the world.

As we go back to February 2024, Transport for London (TfL) unveiled the line names and colours for the London Overground services to make wayfinding easier, especially for the disabled people. Although I previously suggested that TfL should sponsor the London Overground lines as an option to raise revenue.

Back in 2021, I suggested there should be line names and branded routes for the National Rail local and regional services as an alternative to the centralised Great British Railways branding.

Planning bus routes

As technology has evolved where journey planning is made using a website or an app on a smartphone.

My idea is a hybrid of centralised bus planning (like London Buses and the Bee Network in Manchester) along with ‘deregulation’ where bus operating companies set their own routes. But there should be compulsory ticketing schemes, irrespective of whether the bus service is commercially provided or not.

There should be a minimum service requirement to reduce social and economic exclusions for residents living in rural areas where they are unable to travel by car.

At present, the bus operating companies (including council-owned) can make changes to bus services by amending, withdrawing a route or introducing a new bus route. But some operators welcome feedback from bus users before the changes are implemented.

I suggest that the planning of bus services should be 'open source' by allowing the general public to make suggestions by drawing a bus route on a map.

This will enable people to have their say on the local bus services along with suggestions for creating a new bus service or amending a bus route, irrespective of whether the person is resident in a city, suburbs or a rural area.

This includes creating bus priority measures to help buses bypass heavy traffic. The idea also extends to the type of buses used; in large areas, people can suggest three-door, two-staircase double-deck electric buses or tram-style bendy buses to improve accessibility to the bus services.

This could be done by a website with a full list of bus routes in the mainland UK. When a bus route is proposed, which can be new, amended or withdrawn, people and organisations that are registered will get notified and will be able to take part in the consultation. Other things, such as documents and Equality Impact Assessment (EqIA) should be automatically created with the help of artificial intelligence (AI) and data from ticketing systems, bus operating companies, transport authorities etc.

For people that are digitally excluded, the consultation surveys should be obtained in various public buildings such as council offices, libraries, community centres, and more.

Bus operating company First Bus has been using AI to improve the reliability of timetables and shift patterns, predict traffic conditions, and peak running times to help ensure services run on time. It will also allow full timetables to be created or adjusted and buses to be scheduled in minutes, a process that would typically take days to complete.

Bus vehicle designs

As reported in my previous article about people requesting for New Routemasters and Tram-style buses in various TfL consultations, they prefer them to the conventional buses purchased by bus operating companies.

I suggest that TfL and other transport authorities should be open to suggestions about vehicle types; not only will this help improve the design of the buses, but it will also improve accessibility features for wheelchair users and disabled people.

As stated in 2022, relaying the Freedom of Information requests about the comments of the high-spec buses on route 63. I believe there should be a reform to the bus procurement process by allowing the general public and TfL, in collaboration with bus operators and bus manufacturers, to be more creative on how the fleet of buses should be designed to make it more attractive and exciting for the London bus routes serving their local area.

In my review of Alexander Dennis’ (new) Enviro400EV, I have suggested that bus manufacturers should be creative in how they design buses to attract people to travel by bus. If you take the example of the London Taxicab by LEVC, they use an iconic design to reflect the previous generations of London Taxis by Austin and LTI.

Further on, I suggested creating the most accessible zero-emission bus for London and elsewhere, as this is in response to the comments from the consultation from last year, which I already included in the article.

To recap on how the new zero-emission bus should contain:

• The latest bus safety standards (developed by TfL to improve bus safety),

• High-specification interior design (a first class experience for bus users with WiFi, USB ports, sunroof at top deck, etc.),

• High-backed seats (with headrests to reduce whiplash injury),

• Priority seat moquette design (to make priority seats more identifiable for the disabled, older people, etc.),

• Fully low flat floor on the lower deck (to provide ease of approaching the seat),

• Larger wheelchair space (of 2 metres),

• Two wheelchair areas (without sacrificing priority seats by the front),

• Stylish exterior design (to provide street presence, such as the Enviro400 City).

• Ultra-thin solar panels to generate renewable energy that supplies all electronic devices on board and recharges the bus.

• Interior and exterior display screens (to provide route information, service branding, advertising, etc.)

• Eink to rapidly change external livery without repainting the bus.

• Three-doors and two-staircases (ideal for busy routes to improve boarding and exit flows at bus stops, and bus rapid transit services).

• Alternatively, a variant with two-doors and one-staircase (for local transport authorities with enhanced partnership and franchising, in line with London’s buses).

To recap, my suggestions are not exclusive to one bus manufacturer. I’d like to see multiple bus manufacturers take my ideas on board to design and manufacture the most accessible zero-emission bus because the New Routemaster project has been controversial.

I'm not advocating for TfL to re-launch the New Routemaster project, as the concept is obsolete now. As I stated in my previous article from 2020, bus manufacturers have adopted the design cues of the NRM for their double-deck products. You may also be interested in reading my detailed article about the New Routemaster from late February 2022, marking 10 years of passenger service.

As for other bus services, I have suggested that the East London Transit, Superloop and other Bus Rapid Transit schemes should use the tram-style bendy (articulated) buses to improve accessibility, capacity, and the tram-style design to provide a stronger image, as seen in Belfast, Northern Ireland and Brisbane, Australia.

I'm also aware of a similar concept, which is the Autonomous Rail Rapid Transit (ART). The World Economic Forum has suggested how trackless trams could help revitalise city suburbs. The non-articulated tram-style buses for the Fastrack network in the Dartford, Ebbsfleet and Gravesham areas are expected to launch in November 2024.

Back in August 2017, the London Assembly Transport Committee recommended reinstating bendy buses for use on newly designed routes and offering passenger benefits, including more space, faster journeys, and enhanced accessibility for disabled passengers.

My idea for the use of tram-style bendy buses extends to other areas, such as the Bee Network in Greater Manchester.

Route branding

One of the ways to advertise a bus service is through route branding. People (especially enthusiasts) can take photos or capture video footage of the bus in action, which they can share on social media to help promote the bus service. Route branding on buses is literally a billboard on wheels, just like advertisements, to enable a source of income for the bus operating company.

When someone takes a photo of the bus to share on social media, it also helps promote the bus service. This is why I have published an article to show why transport enthusiasts are the biggest promoters of encouraging public transport travel.

During the 1990s, which were my childhood years, I remember certain buses in London appearing in different colours. This was when London Transport allowed bus operating companies to use their own livery as part of the competitive tendering. I also remember when various AEC Routemaster buses used route branding for various Central London routes to promote the destinations for tourists.

Then during the 2000s, TfL required bus operators to use the overall red livery for all of their tendered bus routes.

Different variants of bus liveries can make it easier for people to see the bus approaching from a distance by looking at the livery of the bus. It can also be beneficial to disabled and visually impaired people.

As part of my suggestions on creating a new zero-emission bus with enhanced accessible features, I suggested that Eink technology can reduce the need for bus operators and transport authorities to repaint the bus, as the colour of the bus can be changed externally for bus services suited to their branding. This includes when a bus enters service on a route dedicated to a branded Bus Rapid Transit route.

Here are a couple of videos by City Transport Info about the trial of colour coded route branded buses in London.

 
Link to video

Further reading about route branding:

Bus route branding: Building a base for growth – Route One

Brighton & Hove Buses – Branding history

Ray Stenning’s Best Impressions – Article on Bus & Coach Buyer

The MHD Partnership’s article on London Buses route branding concept

Anime Mascots

As London is an International city, I would encourage TfL to launch Animé Mascots, which San Francisco BART launched in 2023, to enhance their brand and increase revenue by selling merchandise.

I do understand that not everyone agrees with my suggestion, but it would be aimed at the younger generation of people, especially cosplayers, as the ExCeL Centre is usually the venue for the MCM Comic Con convention in London.

From a financial point of view, it could be controversial despite being low-cost, but alternatively, the scheme could be funded by sponsors without having to use fares or taxpayer money. This would have been different for private bus and train operating companies, as they can invest in such schemes from their profits.

As for non-Animé mascots, I do mention that TfL adopted Roger the Crocodile as the mascot for tram services in South London as part of engaging with younger people through school programmes.

Commissioner’s report - December 2022

In October, London Trams announced the winner of its mascot competition. Children from across Croydon were invited to design a mascot based on what they love about trams. The competition received more than seventy entries, and the winner was a young artist called Mariah whose design ‘Roger the Crocodile’ was based on the shape of the tram map.

Before the London Passenger Transport Board was created in 1933, Frank Pick, who was at the forefront of corporate design for the Underground and the London General Omnibus Company, once considered using Wilfred the Rabbit as a mascot for publicity materials and posters.

Temporary renaming of Tube Stations for sponsorship

Renaming stations can cause confusion for passengers, even for people who are unfamiliar with using the TfL system. Back in September 2023, Bond Street was temporarily renamed Burberry Street for a few days, and it caused controversy despite TfL getting paid £200k for allowing the scheme to take place.

Going back to 2015, Canada Water was the first Tube station to be renamed Buxton Water for one day as part of the London Marathon.

More destinations for the Elizabeth line

As the Elizabeth line has been in operation for two years, I’d like to see more destinations similar to the Thameslink, such as Barking Riverside, Stansted Airport, Southend Victoria (which also serves the Southend Airport), Chelmsford, etc.

There is one proposal by Thurrock Council for the Elizabeth line to loop around Gravesend and Chafford Hundred.

Other creative ideas including proposals from the past

I have posted articles expressing my creative ideas to improve public transport in London and beyond.

Reforming the Travelcard Agreement to include other transport services within and outside of Greater London and introducing smart ticketing as an alternative to Pay As You Go on Oyster and Contactless.

The Elizabeth line and Thameslink provide connections to London Airports such as London City (which requires a change for the DLR or a bus connection from Custom House station), Gatwick, Heathrow, Luton and Stansted (requires connection with Greater Anglia's Stansted Express) Airports. I’d suggest providing a new ticket scheme to allow overseas visitors to make flight connections with these airports. My suggestion is to expand the ticket scheme as an option for visitors applying for transit visa.

Establishing a new larger Regional Transport Authority for the Home Counties and the South East of England to subsume TfL services, bus services, and railway services of the former Network SouthEast. This will require a change to the legislation in Parliament.

Reviving the London Passenger Transport Area, which existed from 1933 until 1970, as a solution to help enhance cross-boundary connections and revive the Green Line express bus services. I have investigated various cross-boundary routes in the article.

London Passenger Transport Area 1933 - 1970

Reviving the Speedbus proposal from the 1970s as part of phase 2 of the Superloop network of express bus services. I have also suggested for more Bus Rapid Transit schemes with the use of tram-style bendy buses.

In my response to TfL’s Bus Action Plan back in 2022, I suggested that TfL should revive the transit schemes from the 2000s, such as the Cross River Transit, Thames Gateway Transit, etc.

2004 TfL's Business Plan summary

I also made a case for making new Rapid Transit lines including new Tram lines by increasing Bus Priority measures, as it will also help the emergency services improve response times to save lives.

I have also posted more suggestions and endorsements of proposals on Twitter/X.

I like to suggest ideas that could be beyond their financial limits, but I do understand that various projects and proposals can end up in the political spotlight. It is important to invest in public transport improvements to improve the economy.

If TfL and other transport authorities wish to improve their brand, my ideas are here for them to adopt.

I don’t usually wish to get involved with politics, but I do understand the financial woes that have been affected by TfL in the past few years.

Public Transport is essential for economic, social, mobility and accessibility reasons. Not everyone can drive a car due to cost and disqualifications, including medical grounds. Depending on the availability of public transport, Taxis, minicabs and ride-sharing apps tend to be expensive.

The only time of the year when TfL services (including the Central London Congestion Charge, Ultra Low Emission Zone, and Low Emission Zone) are not running is on Christmas Day, which leads to traffic congestion and social exclusion for people who are unable to drive.

And in various parts of the UK and around the world, there are public transport services operating on Christmas Day.

Transport is classified as part of the Critical National Infrastructure by the National Protective Security Authority.

TfL is a statutory corporation established by the Greater London Authority Act 1999 and is classified as a local authority for financial purposes. I suggest reading the Insight report by the House of Commons Library on what happens if the local council goes bankrupt. But however, the UK local authorities cannot go bankrupt. A Section 114 notice simply indicates that the council’s forecast income is insufficient to meet its forecast expenditure for the next year.

Take the example of Amazon; they contract bus operating companies to take their workers to their warehouse from various destinations. Same applies to school bus services, as they are vital for pupils to attend school as the services are funded by the local authorities and/or the schools/academies.

If you don't invest, you don't get enough activity to encourage people to use public transport. This is why TfL and other transport authorities need to think outside the box and be open to creative ideas to improve public transport services, as it is vital to improve the economy and tackle climate change issues.

I invite you to follow me on Twitter/X by searching for @CLondoner92 or by clicking on the direct link to my Twitter/X page here. I'm also on BlueSky and Mastodon.
 
Image attribution
By Salim Virji - Two double-decker Routemaster buses, London, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=4552586
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