simple liveries make for an easier branding journey

A couple of days ago I saw a reply tweet from Phil Tonks (@PhilTonks2) on X.

He wrote 'It's an interesting time with regards to liveries and branding. "Basic" (to some) seems to appeal - I give you the Bee Network and NX West Midlands grey. It is, of course, down to personal perception, but there must be some preference for these "basic" presentations....'

It's not clear whether he's referring to basic as now more appealing to the client or the customer, but I would argue both. 

Basic or 'simple' liveries can be just as attractive, are cheaper to produce, and definitely offer more opportunities for the branding journey to maintain consistency. Anything easily transferable to social media, apps, ad campaigns, and online must benefit the potential/current customer more than something that isn't.

Busy liveries have been the go-to design approach for too many clients for too long, and they benefit neither themselves nor their customers to the extent many think they do. 

Been saying it for years - they're an ego trip for clients and agencies alike - and in the grand scheme of the product, mainly irrelevant to the customer.

Well past the tin hat stage on this particular subject.