First Bus Gets a Glow-Up As Part of Wider Business Transformation

First Bus has revealed a new logo and branding as part of its Moving the Everyday campaign, marking a significant milestone in its ongoing transformation. The company says this is more than a cosmetic change – it’s a statement of intent to focus on customers, its workforce, and the wider role buses play in society.

First Bus

This revamp aims to connect people not just to places but to each other, celebrating the everyday importance of buses in keeping communities moving. The campaign also highlights the environmental, social, and economic benefits of leaving cars at home and hopping on a bus.

A New Era for First Bus

The Moving the Everyday campaign is fronted by TV personality Josie Gibson, who shares stories of community resilience and the unsung heroes who rely on buses every day. First Bus is also making bold moves toward becoming a net-zero operation, pledging £250m to transition its fleet to zero-emission buses by 2035.

The updated branding is the visual cornerstone of the company’s transformation, designed to create a unified identity that’s easier for customers to recognise and engage with.

Simon Pearson, Commercial Director at First Bus, explained:

“Today’s brand relaunch is the culmination of years of planning and hard work from our teams, taking on feedback from our customers and our people, and we’re proud to announce this new chapter for First Bus.

“We know as a business that the bus can bring everyone closer together and connect communities – buses don’t just move a nation, but they bring a nation together, every day.

“Moving the Everyday embodies everything we stand for at First Bus, and our investment in our business transformation, our refreshed brand look and feel, our people and our net-zero emission mission, demonstrates our commitment and desire for change.

"It was also brilliant partnering with Josie Gibson to help promote the vital work buses do in connecting people to their local communities and we enjoyed hearing what a key part the bus played in her life and career too.”

First Bus

Not Just a New Coat of Paint

First Bus insists this relaunch is more than a visual refresh. The company is working to improve the basics of customer service, with goals to increase punctuality, minimise cancellations, and maintain higher standards for vehicle cleanliness and safety.

First Bus

It’s also investing in its employees, introducing a development programme designed to help its workforce put customers at the centre of the experience. As a Living Wage employer, First Bus is working to build an inclusive and engaged team to support its ambitions.

First Bus

The Unsung Hero of Connection

Josie Gibson, who features in the Moving the Everyday campaign, shared her thoughts on the role buses play in people’s lives:

“My time reminiscing on the journeys I used to make when I was younger has been a great reminder of the wonderful way buses offer connection for people.

“The bus is the unsung hero within our local communities, so I’m not surprised to hear that many people are making long-lasting connections after a brief chinwag to the person sitting beside them.”

First Bus

What’s Next?

The new branding rolls out today, but First Bus’ ambitions extend far beyond logos and slogans. From decarbonisation to better customer service, the company is positioning itself as a leader in public transport innovation.

Time will tell if this transformation drives lasting change, but one thing’s clear: First Bus is aiming to put people and the planet at the heart of its journey.