(17 Oct 2013, 8:17 pm)Dan wrote If I remember rightly, "SimpliCity" was introduced to Sunderland on services 36 and 42 to act as a 'simple' brand identity - and it was marketed as making the passenger experience easier. When it was first introduced, both services had a 10 minute frequency which gives us the brand's slogan, 'Simply turn up and go'.
These services also offered a 'money back guarantee'. This was perhaps more heavily weighted towards the 36 rather than the 42, as the 36 competed with several of Stagecoach in Sunderland's services in North Sunderland.
It would also seem that Go North East played on the fact that Sunderland is a city, rather than a town (it's likely you've heard about this on the radio too recently, as Sunderland has had a 'city' status now for 21 years). The letter 'C' is capitalized. This also looks stylish, but fits in well with with the idea of the "SimpliCity" brand being the Sunderland equivalent of Peterlee's "East Durham", Consett's "Venture" or indeed Hexham's "Tynedale Links".
I'd love for the brand to be expanded further.
I particularly liked the SimpliCity advertising campaign. Now that was innovative!
![[Image: 268322_10150692204315710_755323_n.jpg]](https://scontent-b-lhr.xx.fbcdn.net/hphotos-prn1/268322_10150692204315710_755323_n.jpg)