Designs created for ground-breaking autonomous electric bus

Greater Cambridge Partnership came to CPL One looking for a brand identity for an exciting new project – Connector – the first in a series of purpose-built autonomous vehicles in Cambridge.

Our team developed the livery concepts for two different-sized, self-driving, electric buses, which are part of the Greater Cambridge Partnership’s Connector project, during 2024. 

The first of the larger vehicles was delivered in February 2025 ready for track testing ahead of the planned launch of Connector later this year.

Our team, led by senior designer Robyn McCurdy and creative director Gary Phillips, worked with Greater Cambridge Partnership (GCP) and bus manufacturer Alexander Dennis to develop the look and feel of the livery for the buses.

‘It’s great to see our design concepts coming to life,’ says Robyn. “We wanted to create a distinctive brand identity that would reflect the cutting-edge innovation being used for the electric buses and the way they will eventually connect people across the city and beyond.

‘The brand wordmark and colour palette were centred on the concept of movement, using gradients paired with kinetic typography to imbue the brand with a sense of fluidity and motion. The icon we used creates the base for the brand’s graphic language and can be rolled out across animations, social media, merchandise and, of course, the livery of the vehicles.’

Backed by Innovate UK, the Connector project is part-funded and supported by the UK government’s Centre for Connected and Autonomous Vehicles.

The Results

Cllr Elisa Meschini, chair of the GCP’s executive board, says: ‘Connector will see autonomous vehicles being trialled on our city’s roads to investigate their potential to transform the way people travel. This is a significant opportunity for Cambridge to lead the way in innovation, paving the way for more sustainable and efficient ways to get to where people need to go. 

‘Seeing the first vehicle arrive and be ready for testing is a testament to the collaborative efforts of everyone involved with the consortium and I look forward to seeing how this technology can potentially shape the future of public transport.’

Client

• Greater Cambridge Partnership

Sector

• Public sector