This title pretty much sums up the latest pointless TFL scheme, which has been implemented in an attempt to increase bus usage. You might recall the introduction of route branding in the
Barkingside area back in May 2017 and a subsequent outcry from enthusiasts and the public alike, claiming that it looked tacky and quite pathetic. Given that I was pretty disgusted at the earlier attempt at a route branding exercise, I did wonder how the next proposal in Hayes could be any worse. But it is. There's even less money supporting it, almost no consistency and a display which looks like it was designed by the local primary school - there's definitely an absence of a branding professional here.
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A colourful flag in Hayes Town Centre, whilst a branded vehicle on the 350 pokes out from underneath. |
Initially, this trial was expected to commence in the summer of 2017, but everything went rather quiet and people started to speculate that it wasn't going ahead at all, which is hardly surprising given the current TFL buses budget. However, a rather surprising entry of a yellow Enviro 200 on route U7 confirmed that the branding exercise had started and in the following few weeks more and more vehicles gradually appeared on routes in the Hayes area. There are many overlapping themes with the Barkingside example, such as advertising the frequency and points of interest, as well as colour-coding individual routes to give them a unique identity. However, the stripes on buses have disappeared and have been replaced with a bunch of stickers, along with a coloured ring around the blind display on single deckers. There is nothing on the offside of the double deck vehicles at all, so
advertisements are still displayed, which pretty much defeats the point
of making you more aware of the offerings of the bus rather than an
expensive piece of jewellery hardly anyone can afford.
Maps are included inside the vehicles showing every bus stop en route and further connections from them, along with a generic map of the entire branded network. Bus stop flags have been given a colour-coded stripe for every route, which looks quite pretty with an almost full selection, but becomes very confusing at the outer ends of routes. If a route is the only example serving Hayes along a busy high street, all the other buses will have plain tiles whilst the said service has a coloured sticker on it, which looks very odd and makes the bus service seem unnecessarily different - people may assume it's a non-TFL service and will be put off from boarding.
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A map of route 607, inside VW1570. |
All in all, one can infer that the scheme isn't looking promising so far - it's nothing more than a load of laughable publicity which isn't even effective because of how little effort has gone into the design or overall package. Additionally, instead of having three-quarters of the allocation branded like in Barkingside, TFL have decided to cut some costs and only brand 25% of the vehicles per route, although there is naturally some variation given that not every route has a PVR which is divisible by four. There are also grammatical errors and inconsistencies with the places advertised, along with incomplete branding in lots of cases and many examples of buses straying off their allocated route. Lots of the colours clash and the stickers on double deckers obstruct the view outside. Nevertheless, TFL chose the Hayes area because of its declining bus usage and the arrival of Crossrail next year, although it seems that nobody is making much effort with the branding process much at all.
The routes that have received branding are the 90, 140, 195, 350, 427, 607, A10, E6, H98, U4, U5 & U7 and now we will look at the flaws of each one individually, in numerical order.
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Metroline Travel VW1175 is seen in Hayes on route 90 to Northolt. |
The 90 is a fairly busy service between Feltham and Northolt, running every 10 minutes with Scania Olympus and Wrightbus Gemini 2 vehicles, with the latter type being chosen for the branding. There are deviations with the frequency on Sunday which are displayed on the branding underneath the sticker, but you can't read it even with the pictures on "X-large" setting, something I don't normally use. Grammatically, there aren't any issues with the destinations on the 90, but I question advertising Northolt
and Northala Fields when they are five minutes away from each other. However, there is nothing at all to promote the large housing area in Yeading this route serves, nor the busy interchange at Harlington Corner - it seems to the travelling public that it takes the most direct route between Hayes and Northolt, although the 140 is considerably quicker and doesn't advertise this at all! So far, only two buses have been branded for the 90, which is less than 25%, although due to the branding scheme coinciding with a refurbishment programme for the VW-class buses, it makes sense to wait before applying branding and removing it again (which did happen to one bus). Consistency is on point and my main problems with the 90 are the stickers which obscure the front window and the awful pink colour which very much clashes with the red London livery, as well as the aforementioned discrepancy with via points. Overall though, the 90 is one of the better examples of branding out there.
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Metroline Travel VWH2237 is seen on route 140 to Heathrow Central. |
My word, that green colour looks awful. Thankfully the via points have been displayed in black so they're actually legible. The 140 is the most substantial route involved in the branding process, being the sixth busiest in London and having seven buses branded for this service, which is roughly 25% of its PVR. Colours aside, the frequency advertised is incorrect - buses run up to every 6-7 minutes during rush hour. There is also a grammatical error with the via points, in regards to "Heathrow Central Bus station", where the last word should have a capital letter and there is also a lack of a tube or rail logo despite the possible interchange to both modes of transport there. Another concerning factor is that only four places have been advertised for what is possibly the longest route in the scheme. These four destinations are all valuable via points, but can be shortened to "Wealdstone - Harrow - Hayes & Harlington - Heathrow Central" and then the noteworthy town centres of Northolt and South Harrow can be recorded, where the 140 is very popular already. Indeed, there is a gap of over 8 miles without a single point of interest. Metroline have also put these buses out onto the partially overlapping 182 on several occasions, undoubtedly causing confusion in the Harrow area. In conclusion, the 140 is probably one of the worst liveries yet, with a horrible colour, discrepancies with the places advertised, interchange points and basic grammar, as well as an incorrect frequency and the infuriating stickers. Thumbs down.
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Abellio London 8879 is seen along Uxbridge Road on route 195. Unfortunately conditions weren't ideal for taking photos so I've provided an additional snapshot of the place locations below. You can also attempt to read the Sunday frequency. |
The 195 is probably the most overcrowded route in the branding scheme, using single deckers despite it being busier than most of the DD routes involved. It runs at a 12 minute frequency and also has a green ring around the blinds, along with a tiny sticker advertising the frequency which you need an electron microscope for if you want to read everything on it. In terms of the places advertised, almost everywhere is documented, although I would replace "Botwell Green Sports & Leisure Centre" with Charville Lane Estate and Bulls Bridge Tesco respectively, two much more well-used destinations en route. All four buses are fully branded for the service, which is a good start and generally their appearances on the 195 are regular, not venturing onto any other route. Therefore, even though the mint green colour might not be aesthetically pleasing, it is one of the more successful examples out there, with relatively few things to moan about.
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A rear view shot this time, because this is the only spot with complete branding and I'm sure you know what an orange ring looks like. |
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In terms of progression, the 350 isn't doing particularly well, with its low PVR of 5 not contributing to the situation at all. A 20 minute frequency means that it isn't the most prominent route in Hayes Town Centre and there is only one bus branded for the service (Abellio chose to round down), which is also incomplete. Initially, the vehicle had a full livery, but the advertised frequency was completely wrong - the stickers claimed that it was still a high frequency route at every twelve minutes, but following cutbacks it now only has three buses per hour. This resulted in another makeover with the addition of the correct frequency, although mysteriously the via points were removed on both sides. Nevertheless, the destinations are still displayed at the rear and there are no interchange symbols for Heathrow Terminal 5. I'd also question advertising Lake Farm Country Park as the bus goes nowhere near, whilst the intermediate destination of Stockley Park (where the 350 picks up a lot of people) seems blindingly obvious but isn't included. I'd also get rid of the "Moor" after Harmondsworth - there are houses there! Aside from the lack of complete branding and place names, I think the orange colour is pretty ugly, clashing with the red London livery, but I guess TFL ran out of colours to use. Altogether, the 350 isn't the worst example of branding out there, but it's certainly not commendable either, especially with the false advertising at the beginning and the lack of completeness.
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Abellio London 2556 is seen on Uxbridge Road with incomplete 427 branding. |
Even though there are six branded 427 buses, one is off-road after an accident whilst the other five all have incomplete branding. Interestingly, the first bus to receive the treatment did actually have place names on the side, but since then they have been replaced with TFL inspired adverts. I wonder why. Nevertheless, there are still the awful burgundy stickers to look at - as a regular user of the 427 I find it so irritating whenever I sit upstairs on one of these vehicles. This bus route doesn't actually serve Hayes Town Centre, along with four others that are part of the scheme, but instead goes to the retail parks towards the Northern part of Hayes, in the middle of the Uxbridge Road corridor which the 427 follows for its entirety. After the 140, the 427 is the second busiest route that's part of the scheme and the branded buses are definitely apparent from my observations - they also stick out like a sore thumb in Ealing where there is only one other route involved in the scheme. There are discrepancies with the destinations displayed at the rear - although factually everything is correct is there really a need to include "Uxbridge" and "Intu Uxbridge", but miss out the important urban realms of Southall and Hayes North, with the latter point of interest being the only reason why this route is part of the exercise in the first place! Even though the via points bring up so many errors, the buses do look even more daft without them - it's literally just two stickers from a frontal view.
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Metroline West VW1567 is seen on route 607, again devoid of side destination points. |
The 607 is an express variant of the 427 which extends to White City and four buses are branded for this service, in the form of the older element of the allocation - Wrightbus Gemini 1 B7TL vehicles. Like the 350 bus, these ones had to be re-branded as roadworks have resulted in a temporary frequency decrease to every 11 minutes. The place names disappeared on all but one of the vehicles, although like the 427 Hayes and Southall weren't acknowledged at all and the final destination was just described as "Westfield", emphasising how the shopping centre has led to a neglect of the
surrounding area of Shepherd's Bush. Additionally, there is a grammatical error in regards to "Uxbridge station" missing a capital letter and there is also a discrepancy here - why has the latter noun been included here but not at Ealing Broadway or Ealing Common?There isn't much else to say in regards to the livery, but thankfully I have a personal example of the general public being baffled by the horrid stickers to make up for the lack of moaning. I was waiting at Ealing Broadway Station and a branded 607 rocked up, but the bunch of teenagers next to me were hesitant to board - "is that a 607 - or no, 11? - wait, what?" was the resultant conversation after the bus emerged. They decided to take the slower 207 bus instead and this just shows that the attempt at promoting the bus service really hasn't worked - it's actually taking people away from the routes in question!
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Metroline West DE1585 is seen at Heathrow Central on route A10. |
Oh my! Complete branding! When the livery first emerged on route A10, I questioned why this route is involved in the process at all, given that it barely serves Hayes and doesn't connect to any Crossrail station bar Heathrow Central, which is hardly a direct way to get to London from where the A10 serves. Nevertheless, the two vehicles possess the full livery and have a classier dark blue colour, which is much more satisfying to view than the buses on the 140. The A10 is actually an express service, running non-stop between Stockley Park and Heathrow Central, using the M4 spur, so why the former destination has been omitted in the route description completely baffles me, given that the route was created to give the business park a direct link to Uxbridge and the airport. Besides, the substitute point of interest, Lake Farm Country Park, is hardly attractive even for people who enjoy nature and is barely accessible by bus. However, the modest frequency of every 15 minutes is correct and despite a couple of appearances on the U1 and U3, the buses are dedicated to the A10 and generally this is one of the best examples of branding out there, even if it isn't strictly based around Hayes.
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Metroline West DE1911 is seen on route E6 to Bull's Bridge |
Inevitably, TFL ran out of suitable colours and the shade of blue shown on this E6 is almost indistinguishable from the example on the A10 buses. There are also no stickers advertising the frequency of the E6, because once again TFL applied them incorrectly - the E6 runs every 12 minutes, not every 10. However, this time the "via points" remained after the removal of the stickers, contrary to the incidents with the 350, 607 and U4 (see later). Clearly they couldn't be bothered with the 140, as every 8 minutes and every 7 minutes are undoubtedly the same frequency, plus seven whole buses would have to receive an overhaul. Again, I question the use of "Botwell Green Sports & Leisure Centre", given that most routes which serve the facility don't mention it and it's not exactly significant compared to Greenford Broadway, Yeading Tesco or Grand Union Village, which have all been omitted from the destination advertisement. The only positive thing about the E6 branding is that the blue colour isn't too ugly, but other than that there isn't really much to praise. At least they remembered that Greenford (just about) has a national rail service.
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London United DLE30003 is seen near Hayes Asda on route H98 to Hounslow Bus Station |
In terms of aesthetics, the H98 branding is definitely one of the better examples, with the orange colour blending surprisingly well with the coating of red beneath. As usual, the original frequency applied was incorrect, with the H98 running every 10 minutes rather than every 8, although like the E6 the via points returned. However, consistency doesn't really exist with this branding and some of the buses returned without an orange ring or frequency sticker around the front blindbox. I also question the places of interest displayed - I'm sceptical Hayes Town Medical Centre generates more usage than the massive Asda down the road, and what's so special about the H98 over the other eight branded routes which stop nearby? The terminus of Hayes End has been completely ignored despite it being the only place the H98 serves alone, whilst the grammatical error of "Bus station" appears again. There is also no mention of Harlington Corner, despite it being an important interchange. Interestingly, the H98 is the only branded route operated by London United and there are no other routes involved in the exercise that serve Hounslow Town Centre, so the orange single deckers certainly stand out over there. Whilst they look reasonable, technical accuracy is once again lacking with the H98 branding.
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Metroline West TE1574 is seen in Hayes on route U4 to Hayes Prologis Park |
This is the third shade of blue we've seen recently, although it is much lighter than the examples used on the single deckers. The U4 runs from Hayes Prologis Park-Uxbridge and the vehicles used to display the points of interest en route, but these were removed since the buses had to have new stickers applied, since the route runs every 10 minutes, not every 8. When the via points were around, the terminus at Prologis Park and the surrounding residential area were completely ignored, whilst Lake Farm Country Park was used again, although the U4 is probably the closest route to the somewhat glorified attraction. There is no mention of Brunel University either, which I'm sure generates significant patronage for the U4 service and would make the service attractive for students. The picture above also shows that the offside of double deckers just carry regular adverts rather than ones catered towards promoting the service. Occasionally, the U4 buses strayed onto other routes, although generally they've remained dedicated to the service and like the H98, the colour isn't that bad to look at. It's just a shame that the branding is incomplete, the original frequency was wrong and the points of interest which were displayed didn't show off the usefulness of the route much at all.
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Abellio London 2578 is seen in Hayes working route U5. |
Here we have another example of incomplete branding, with just the stickers adding any splashes of colour from the front view. However, what's strange is that the original frequency applied of every 12 minutes was correct, but the via points are missing on this bus. Only two vehicles have had the livery applied, despite the peak vehicle requirement being for 12 buses, so that's one less than 25% this time. Personally, I think that the purple colour shown on the U5 buses is easily the best looking, although this is subjective. The other vehicle did carry via points for a bit and there were the usual problems with the Lake Farm Country Park and the omission of Brunel University, but the shopping centre on the U5 bus was advertised as "intu Uxbridge", whilst on the U4 a capital letter was placed - "Intu Uxbridge", which adds another discrepancy to the spectrum. However, despite the problems with a lack of via points, I still argue that the U5 is the most aesthetically pleasing and when the bus turned up for photography I wasn't too horrified by the livery, which is a start.
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Abellio London 8570 is seen on the U7 along Uxbridge Road. |
Whilst the U7 is last numerically, the first branded vehicle appeared on this route and amazingly both buses carry complete branding, something which seven out of the twelve routes failed to produce. The yellow colour shown isn't exactly attractive, but I still think anything is better than the 140 branding. Even though the dismal frequency of every 30 minutes isn't exactly attractive for potential bus users, at least TFL were honest this time and applied it correctly from the start. Along with the blindbox ring and stickers, there are place names too - can you bear the excitement? Like the 427, 607 and A10, the U7 doesn't serve Hayes Town Centre, choosing to terminate at the retail park towards the Northern extremities of the district. I'm not too familiar with the U7 route itself, but I know that it serves Brunel University (which has been omitted) and provides the only bus service for some parts of Charville Lane Estate, so why Colham Green Recreation Ground has been chosen instead despite it being served by half a dozen other routes is anyone's guess. Despite the absence of points of interest, TFL decided that it was necessary to add the words "Shopping Centre" after "intu Uxbridge", without a capital letter this time. Two buses are branded for the U7 service, which is 50% of the allocation, but having a solitary vehicle with the livery just makes the scheme look even more half-hearted than it already is. Overall though, the U7 is definitely one of the best examples out there for consistency and the route will remain famous for starting this diabolical exercise.
In conclusion, the Hayes Branding was a promising concept ruined by the lack of a branding professional and the pathetic, avoidable errors and countless discrepancies which could've been resolved by simply researching the frequency or looking at where the route serves in the first place - it really isn't that hard. I'm also quite concerned about the lack of capital letters at times. The livery looks naff and makes the buses look tacky, which is hardly going to improve bus usage. Hopefully, if TFL choose to adopt branding to all services, they either choose the style of the Barkingside scheme or get their act together as quite honestly what's happened in Hayes is an embarrassment to the bus network.
Thanks for reading and stay safe!