Branding identity, development and application: a comparison of rail and road vehicle liveries
by Elaine Mackie
International Journal of Vehicle Design (IJVD), Vol. 55, No. 2/3/4, 2011

Abstract: This paper aims to highlight the design elements and operational requirements that an operator of a transport system needs to take into account when translating the effect of their brand identity into a livery design. This approach will be in terms of its vehicle fleets exterior characteristics and the vehicles' perception by customers regarding brand image. This paper contributes to a gap in the knowledge of branding by building on aspects of Gestalt psychology and the relationship between physical artefacts and emotions to develop a way of evaluating liveries on rail and road vehicles. A case study approach is adopted using two transport providers operating in the UK and North America, as there is a lack of documented case studies of transit identity to contextualise this issue.

Online publication date: Fri, 10-Apr-2015

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