(02 Sep 2021, 2:08 pm)Drifter60 wrote If we’re talking about branding for branding sake, then I think the recent exercise in Sunderland is a prime example of that. I think some on this forum got a blindsided by the fact “Sunderland District” had a historical context to a previous company, which while I can appreciate that, it means nothing to most passengers. But if we’re talking about what means more to passengers “Stanley Shuttle” probably says a lot more than what “Sunderland District Blonde” does. I can see the logic in branding services the way they have in Sunderland, but I’m not sure on the execution or the names chosen, “East Gateshead” is a much better example - Orbit, Rider, Loop.

With Sunderland they should have either, like you said, gone with better names like Orbit, Rider and Loop, or just stuck with plain colour names