(03 Apr 2021, 1:30 pm)Ianthegoon wrote I think the branding confusion point was being made because the X11 and the X9 / X10 share both branding AND destinations - the punter can look at the front, recognise it as "an X-Lines that's going where I want", and attempt to get on.I assume that heading southbound, the front will display "Scarborough via Whitby" or "Whitby and Scarborough" - it won't mention Middlesbrough at all, so no prospect for confusion.
Of course there could be confusion northbound - one solution could be to put "Newcastle // Special Service" (the double slash would be a line break on the destination board). That way Middlesbrough passengers might see it as a Newcastle service but would be able to tell that it's a special service with special fares.