Identica strengthens Arriva literature’s identity

Identica has revamped the look and feel of the company literature for bus operator Arriva, which is being implemented across its ten subsidiaries from this week.

The consultancy’s style guidelines will be applied by Arriva to bus timetables, ticketing leaflets, tourist and network guides.

The aim is to produce ‘functional publicity material that people will want to pick up and keep’, says Arriva Passenger Services marketing director Catherine Mason.

The promotional literature is designed to establish a stronger identity for Arriva while still allowing its subsidiaries to apply local knowledge to timetables, says Identica creative director Chris Riley. ‘We have created an energetic brand language which reflects Arriva as a more customer-focused service.’ The Arriva brand identity will remain unchanged, says an Identica spokesman.

The work is the next step in the development of the Arriva brand, says the spokesman.

It follows the introduction in 1997 of revamped bus liveries, according to an Action for Blind People spokesman.