Transport operator Cowie Group is to rebrand as Arriva, consolidating its current 140 sub-brands under one name. A national bus brand will be one result.
The Arriva title was developed by the client in conjunction with Bamber Forsyth. The consultancy then developed a “wheels within wheels” logo for the new brand.
The change is subject to shareholder approval, which will be sought next month. A Cowie Group spokesman says the business acquired so many brands through a series of acquisitions, especially in the bus sector.
It also owns car hire and leasing companies. “We wanted higher visibility, and we wanted one brand,” he adds.
“The name Arriva was arrived at after a great deal of work with Bamber For-syth. Although not a real word, the connotative meaning is arrival,” he says, confirming that Cowie will ultimately replace all 140 sub-brands with the Arriva name.
The client will also discuss with Bamber Forsyth the implementation of one nationwide bus livery.
The plan for change has caused controversy in Cowie Group’s native Sunderland where, according to the Sunderland Echo, locals are angered by the dropping of the company founder’s name. Sir Tom Cowie is quoted in the Echo as saying that the current management does not even send him a turkey at Christmas.