(26 Jul 2020, 1:42 pm)S813 FVK wrote How do you define 'meaning' in the context of branding? Is it that they need to include a local reference or something else?
Green Arrow is the perfect brand to peddle the messsge about buses being more environmentally friendly. A leaf even appears in the logo.
It might not have been the meaning of the brand back in 2015, but in 2020 having received new buses, quite possibly.
Yeah, Crusader, Angel, Red Kite etc. all relate to the route, and as was said in the other thread, an argument could be made for Red Arrow. If it was a group of brands it would make sense, but standalone not really.
Maybe the reason they kept it was because the vehicles are ''green', but what new buses aren't? (in fact, I'd argue that they're not, compared to EV anyway)
It'd be like basing a brand around the fact a bus has seats.