Arriva should ditch all their current branding and go with the following:

ArrivaX (For EXPRESS routes ONLY)
* Dark blue base coat (don't know about vinyls)
* Civic V3 with extra seating, SmartSeats (ADL only) or coach seats for any routes over 31 mile
* Tables on upper decks & wireless charging
* USB Charging Points & WiFi
* NSA's by Emma Hignett

Arriva Premium (For high patronage & popular non express routes, not branded as premium but different colour scheme)
* Silver & Purple
* Same internal spec as ArrivaX
* Spares for both ArrivaX & Arriva premium would be plain silver

Arriva Local (For secondary & local routes)
* Same teal colour as now
* Some vehicles with free WiFi and NSAs