National Express Group has unveiled a new brand for its transport operations, as part of an ongoing process to integrate the Group’s bus, coach and rail divisions into a single business.

National Express plans to bring all of its UK bus, rail, coach, and airport transfer operations together under the National Express brand in order to make its UK transport services easier for customers to identify.

Richard Bowker, chief executive of National Express, said: “Our customers tell us that using public transport has been getting more complicated. Our vision as a business is to make travel simpler. It is important that we have a brand that makes sense to passengers and is easily recognisable as National Express – whether they are travelling on a train, bus, coach, or our airport transfer service.

“We are lucky that we already have one of the UK’s most recognised and trusted superbrands– our iconic coach identity. Our new brand strategy is an evolution of this, with an added contemporary feel that will work on all of our services, from our trains and coaches through to our new airport transfer service – dot2dot.”

The roll out of the brand starts with dot2dot, which launched this week at World Travel Market, closely followed by National Express East Coast, which launches on 9 December. c2c,‘one’ railway – soon to be called National Express East Anglia - and the bus division will follow during 2008.