Since the appointment of Nigel Eggleton as Managing Director, First Midlands has drastically improved its image, with localised identities and brands galore. It was announced in June 2020 that First South Yorkshire was to be merged with the First Midlands division. Since the merger, First Doncaster and First Sheffield have both had unique, local identities revealed, very in fitting with the new corporate styling.
Both liveries are designed by Ray Stenning of Best Impressions and use the new corporate First styling, but with local colours giving a nod to the heritage of these operators. The Sheffield livery is designed around the Sheffield Corporation livery with it’s blue and cream identity. Similarly, the Doncaster variant is based around the Doncaster Corpoation livery. There are currently three variants in Doncaster. The main livery is Doncaster’s red buses; one with cream, red and purple, the other in standard First corporate with a red and purple front. The other being Doncaster’s clever buses, again in First’s standard colours, but with a fuscia front.
Doncaster’s new future
Doncaster’s clever buses were introduced when a batch of Volvo B7RLEs were transferred up from First Leicester. The name was decided upon with them being the first buses in Doncaster to use ‘tap and cap’ – with single fares being charged at £2 up to a maximum of £4.70 for the day or £16.50 for the week.
It is, however, the subtle things that make these liveries stand out. In Sheffield, it’s the sash at the back of the vehicle which is changed to reflect famous local people and things; but in Doncaster, it’s the logo itself which is subtly impressive. St George’s Minster, also known as Doncaster Minster is actually featured on every vehicle in its Doncaster name. The top of the letter ‘t’ is actually a depiction of the steeple of the Minster.
With more and more buses going through the repaint and refurbishment programme, there could be some very interesting times ahead for First South Yorkshire…
For details about services in South Yorkshire, visit the First Bus website
