Superfast fibre

Openreach Superfast fibre

Superfast fibre is what Openreach is all about. Here we look at the product and the branding...

Ford Transit LD11 XJM with Super-fast fibre branding in Fitzrovia © LSA February 2012

Superfast Branding

In 2011, long-standing BT partner, Westhill Communications first devised a 'brand refresh' for Openreach's vans to highlight the 'Super-fast fibre' rollout programme. Stewart Signs provided the expertise for the vinyl wrap of the vehicles using Scotchprint Graphics. The Superfast vans are 60 mph 'speed limited to help protect the environment' compared with the maximum 70 mph of earlier fleet vehicles.

For subsequent vehicles, the 2011 branding has been revised to show 'Superfast fibre', in place of Super-fast fibre'.

	An Openreach Superfast fibre Ford Transit. Ford Transit LJ13 XYE with Superfast fibre branding in Overton © LSA October 2013 Openreach Vauxhall Vivaro FD64 LFO in Essex © LSA July 2015.
	For later vehicles the 'Openreach' name is reinstated along the side of the van, with the 'Superfast fibre' retained on the rear doors. Openreach Vauxhall Vivaro FD64 LFO in Essex © LSA July 2015.
	For '65 plates' onwards the Super fast fibre lettering is multi-coloured. Openreach Fiat Ducato WP16 RKO in Essex © LSA Oct 2016.

Area Campaigns

As the Superfast Broadband rollout has continued to gather pace, there have been some examples of specific branding such as 'Superfast Cornwall' in areas where special funding, outside of the main programme, has been sought and the contracts to supply the essential infrastructure have been won by Openreach. Many more projects are expected as funding becomes available. Only a handful of vans have been re-branded for publicity in these areas.

Cornwall

Funded by the EU, BT and Cornwall Council, and managed by Cornwall Development Company.

The company 'Brand Innovation' provided marketing consultancy to the Superfast Cornwall programme from its launch in 2011 and is retained until its expected completion in 2015.

	An Openreach Superfast fibre Ford Transit. "Working on the Big Build" - Openreach Superfast Cornwall Ford Transit © Johnnie Pakington Photography November 2012

Ford Transits LC58 TJZ and LD58 ZPN were customised in the 'Big Build' livery (black/pink/mauve) of 'Superfast Cornwall'.

Website: www.superfastcornwall.org/

Cymru (Wales)

Funded by the Welsh Government, Europe (ERDF) and BT.

	An Openreach Superfast fibre Ford Transit. " Fibre broadband is here." "Mae band llydan ffeibr wedi cyrraedd" - Openreach Superfast Cymru Ford Transit LD62 EXV © Johnnie Pakington Photography July 2013

Herefordshire and Gloucestershire

Project funded by BDUK, Herefordshire Council, Gloucestershire County Council and BT.

	An Openreach Superfast fibre Vauxhall Vivaro. "Fastershire" - Openreach Superfast Vauxhall Vivaro FG56 ZVU © Johnnie Pakington Photography September 2013

Website: www.fastershire.com/

North Yorkshire

Project funded by Central Government (Broadband Delivery UK), North Yorkshire County Council, Europe (ERDF) and BT.

	An Openreach Superfast fibre Ford Transit. Openreach Superfast 'North Yorkshire' Ford Transit LD58 ZJX © Johnnie Pakington Photography July 2013

Smart TV

In October 2013, Westhill and Stewart introduced a new look livery to mark the 'Smart TV revolution' and raise awareness of TV services delivered via Broadband. This coincided with the delivery of 400 Fiat Doblo Maxi vans to the Openreach Fleet.

Doblo Branding

	An Openreach Superfast fibre Fiat Doblo Maxi. Fiat Doblo Maxi WN63 HBZ with hummingbird superfast fibre branding in Southend © LSA October 2013

Fibre Broadband

	Fibre broadband delivers superfast Internet and TV services to the home... A small Huawei fibre broadband street cabinet in Southend © LSA November 2012

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