I haven't said anything about it so far but I'm really surprised people like that, it's up there with one of the worst brands I've seen for anything (not just buses).

Reasons imo:

• Gradients are out of fashion big time especially in the way the band has been done and behind the 53/54.
  
• Grey on grey is a big no for contrast accesibility. You can barely read the route information.
  
• The Voltra being sideways, just looks weird and I don't know what the blue is supposed to be there.
  
• The 3 green lines are random and look like something from the 1980's.
  
• I don't know it's an electric bus from behind as it's not mentioned at all and on the side, it's barely noticeable unless I was actually standing looking at the bus (it doesn't stand out).
  
• The GoNorthEast logo is awkward and looks like an afterthough.
  
• The black is random and doesn't represent anything and black/silver doesn't represent anything to do with electricity nor does it have any link back to Saltwell Park.
  
• The Zero Emission Electric Bus looks like an afterthought even known it's supposed to be the selling point.
  

The sad thing is, if they removed the gradients, changed the blue to brand of the bus ie green here, removed the 3 random lines and changed the silver to the old Citylink gold then it would've made sense as it would make you think of a battery which is obviously what they've tempted to do but it doesn't work with silver and it kinda misses the point of the brand as it doesn't shout electric bus at all. Infact if someone said GoNorthEast had new electric buses I'd think they were on the 97 instead.

Duracell has some strong branding and with a similar design with the colour on black with gold, it could've worked quite well and is arguably better than the Voltra branding (which off the bus isn't bad).