Well, yes, I suppose anything but a complete lack of colour and logos is already some sort of branding. That said, setting aside ads and the odd description in tiny, virtually illegible letters, London's buses are kept very simple in terms of their branding. When I say passengers don't really care about branding, I mean things such as inconsistent (or perhaps unnecessary) route branding, new colour schemes rolled out every few months or buses cluttered with symbols advertising ticket types, special offers, free-wifi, the city's sights, destinations served etc.
So yes, without going to extremes, less is indeed more, in my opinion. In fact, I wouldn't mind Strathclyde red making a comeback. It certainly looked great on that celebratory B7TL / Eclipse Gemini back in 2019, but that's probably just my personal preference.
More generally, I think good, consistent branding
can attract new customers, but I also have the distinct feeling that most companies (and bus operators are no exception) employ a certain number of people who's very jobs are dependent on constantly updating and changing the branding, either purely for the sake of it, or to keep things "fresh", whether that ends up being a benefit to the customer or not.
Again, to a certain degree, this is simply a matter of opinion. Personally, I think a single colour scheme with
some minor adaptations (where relevant) is best. Sorry to bang on about Copenhagen, but I really like how a single colour scheme is used for "regular bus lines", a splash of red is added for "A-lines" (24 hour service and 5-10 minute headways) and blue is used for "S-lines" (express services with fewer stops). Nice and simple.
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This, in my view, is confusing to the average customer:
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