Transformation Underway

First Bus announces new makeover as latest part of wider business transformation

09 Dec 2024

• Major milestone in First Bus’ transformation journey as business unveils new makeover to achieve consistent look and feel for Its customers
• ‘Moving the everyday’ campaign launches to celebrate role of bus in bringing the nation together
• First Bus’ relaunch represents shift the brand has undergone to re-focus business on its people and customers

First Bus, one of the UK’s leading bus operators, today announces a major milestone on its business transformation journey, as the company launches its new campaign, ‘Moving the everyday’, and reveals a modern update to its iconic branding and logo.

First Bus is undergoing a huge transformation as a business, focusing on its customers, and its people. The bus can bring everyone closer together and connect communities – buses don’t just move a nation, but they bring a nation together, every day.

First Bus’ ‘Moving the everyday’ campaign celebrates local heroes from right across the communities First Bus serves and highlights the integral role buses play in unlocking environmental, social, economic and health benefits. The campaign aims to inspire people to make the switch from cars to buses, connecting people, reducing congestion, improving air quality, and contributing to the wider goal of reaching net zero.

As part of the campaign, First Bus has worked with TV personality, Josie Gibson, to share the stories of resilience, dedication and community spirit of just a few local heroes up and down the country, representing the everyday of the many, showing how the bus brings people together.

As the bus industry undergoes a once in a generational change, so does First Bus. The company’s relaunch is far from simply a new ‘lick of paint’ – it represents a shift the brand has undergone to re-focus the business on its people and customers.

First Bus has become a leader in decarbonisation, investing £250m in transitioning toward a zero-emission bus fleet by 2035, is building an inclusive and engaged workforce in a business that is an accredited real Living Wage employer and is digitally transforming the travel experience for customers.

This latest phase in First Bus’ wider business transformation sees the brand focus even more intently on improving the basics of customer service and has set itself targets including improving punctuality; minimising cancellations; improving vehicle cleanliness; maintaining colleague and customer safety; and providing accurate and timely information to customers.

This is all underpinned by a new and improved development programme to help its team members put customer experience first, which is crucial as the brand continues to invest in improving its service delivery.

The First Bus brand is being refreshed to mark this phase in its transition, which starts rolling out today (December 9th). This change will start to unify the company’s many identities into a clearer, more consistent brand that is easier for customers to recognise and engage with.

Simon Pearson, Commercial Director, First Bus, says: “Today’s brand relaunch is the culmination of years of planning and hard work from our teams, taking on feedback from our customers and our people, and we’re proud to announce this new chapter for First Bus.

“We know as a business that the bus can bring everyone closer together and connect communities – buses don’t just move a nation, but they bring a nation together, every day.

“‘Moving the everyday’ embodies everything we stand for at First Bus, and our investment in our business transformation, our refreshed brand look and feel, our people and our net-zero emission mission, demonstrates our commitment and desire for change.

"It was also brilliant partnering with Josie Gibson to help promote the vital work buses do in connecting people to their local communities and we enjoyed hearing what a key part the bus played in her life and career too.”

Speaking about her work with First Bus, Josie Gibson comments:

“My time reminiscing on the journeys I used to make when I was younger has been a great reminder of the wonderful way buses offer connection for people.

"The bus is the unsung hero within our local communities, so I’m not surprised to hear that many people are making long-lasting connections after a brief chinwag to the person sitting beside them.”

The new logo is a bit naff but I actually quite like the livery. It remains to be seen how long it takes to take hold in Cornwall though which really does need a consistent livery. I would prefer the green livery but there were so many different variations and special liveries it just looked like a dumping ground for old buses. It would be nice to see First Group take some pride in its Cornish fleet.  Its going to take quite a while to “achieve a consistent look and feel for Its customers”