The Department requires a Franchisee who will implement a striking, high quality and modern intercity brand for the ICWC Services that:
a) Reflects the partnership nature of the Franchise and the collaboration with Network Rail, HS2 Ltd and other Stakeholders to deliver positive outcomes for passengers;
b) Reflects the communities and regions served by the Franchise, the importance of the route to passengers and Stakeholders, and the premium nature of the Franchise;
c) Reflects the values and culture of the Franchise;
d) Is applied consistently across the Franchise livery, rolling stock interiors, Stations, staff uniforms, website and other digital platforms, retail and marketing materials, internal and external communication materials from the Start Date or as soon as is reasonable practicable; and
e) Has regard to the overall costs and benefits of branding, including the return on investment and any potential future costs of de-branding.