MAXX (brand)
MAXX is the regional (public) transport brand name of Auckland.[1] It was introduced in 2005,[2] and remains in use as of 2011. It includes a blue livery used on some buses (rapid transit only) and all trains operated for Auckland Transport (formerly Auckland Regional Transport Authority). It is also used for public information and advertising branding.[1]
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[edit] Naming and criticism
At launch time, Auckland Regional Transport Authority deemphasised the question of whether or not the name was an acronym:
"MAXX does stand for something. MAXX stands for comfortable and attractive facilities for commuters; fast, frequent and more reliable transport services; and comprehensive transport information. MAXX is not another acronym, but a symbol of quality."[2]
The brand was originally intended to refer to Metropolitan Auckland XXpressways, a brand developed by Auckland-based Sanders Design / Stephenson & Turner. The brand featured dark blue livery and a 'pesky cartoon pukeko called Maxx'. However, as described by Brian Rudman, the intention to visually brand the whole of Auckland's public transport fleet - arrived only after years of negotiation - was eventually undermined by the continued insistence of public transport providers like Stagecoach / Infratil to more prominently use their own livery, relegating the MAXX brand to an afterthought displayed much less prominently.[3]
[edit] Usage
[edit] Trains
Auckland's trains are operated by Veolia. Carriages are light grey or silver with a blue band along the windows. Driving cabs are blue and 'safety' yellow. Locomotives are blue with yellow ends and cabs.
[edit] Ferries
Waitemata Harbour ferries run by Fullers Group.
[edit] Buses
Most buses in Auckland operate under their operators' livery and brand with small MAXX stickers near the front entrance, but high-speed buses on the Northern Busway use the MAXX brand.[1]
[edit] See also
[edit] References
- ^ a b c "About MAXX". http://www.maxx.co.nz/about-maxx.html. Retrieved 30 January 2011.
- ^ a b "Go to the MAXX!!". Auckland Regional Transport Authority press release, via Scoop.co.nz. 2 June 2005. http://www.scoop.co.nz/stories/AK0506/S00014/go-to-the-maxx.htm. Retrieved 30 January 2011.
- ^ Rudman, Brian (6 December 2006). "Maxx - bold and confident, but yesterday's brand". The New Zealand Herald. http://www.nzherald.co.nz/transport/news/article.cfm?c_id=97&objectid=10414029. Retrieved 30 January 2011.
