The next attempt at creating a logo started as the AMGR national rail type, until I decided the national rail symbol took up too much of the logo. I then re-designed the AMGR, going through a phase of copying the idea of the local bus company; Wrekin Connect. i did this by making the A more stylish, with three arrows pointing in different directions. Deciding again that AMGR was too long, I changed it to A.C, with two arrows for the A, and a final arrow spelling the C.
Upon decided there where now too many ARROWS, I attempted a leading lines big A, with "M G R" printed below. When I tried this on an illustrated train, such as the one below (Intercity 225), I realised the "A" was too big, taking up a whole side of the train.
I also played around with the idea of "AMGR" either end of the coaches, and decided the logo was a no go: 1: The "A" looked ridiculous as big as it was, and 2: Neither the logo nor print looked good for the coaches.
I decided to look again at the logos I was analysing, and found a solution:
"AMGR" sounds nice, but "LNER", "GNER", and "EWS" to name a few, do not put "London North Eastern Railway", "Great North Eastern Railway", and definitely NOT "English, Welsh and Scottish Railway" in bold writing or a sophisticated logo.
So I decided to cut the AMGR down to a more manageable logo. I realised that if you take "Railway" out, this company could be universal transportation; but "AMG" or "AMGC" didn't work very well. So I decided to make "AMGR" into "Anglian and Midland Trains" or A&M.
My first logo was based on the facts of the two bus companies: Belle coaches (Lowestoft) and Anglian Buses (Norwich). When I looked more closely at the logos, I could tell that the livery and logo was put together to create a representation of the seaside.
The "Belle" coach below has a "comfortable" font, with mentions of the seaside in the form of two lines to the right of the logo to look like the seagulls, and two "sea" waves to the left of the logo. Also, the colour blue is used as the overall livery, again mentioning the sea.
The "Anglian Buses" bus logo png doesn't really say much apart from the name and unique typeface looking again, "comfortable":
But put the logo on a bus, and this tells of the seaside again. A yellow bus to be easily recognised, with the typeface standing out from the background livery, and lastly, a smooth rolling appearance of blue near the undercarriage, which instantly says to the mind "sea":
Based on the evidence of the seaside, I decided to design the "A" to look like the seaside, as the East Anglian part:
I used a simple paint program to create a yellow "A" with the crossbar, imported it into photoshop, erased the crossbar, and designed the "waves" in the same standard paint program. Lastly, I put the whole thing together. This shows the seaside from the idea of the yellow beach, and the sea showed by the waves.
Next, I designed the "M" to show off the Shropshire hills:
Not very happy with the outcome and bland shape of the "M", I decided to duplicate about 1/3 of this design:
I used white lines to distinguish the "hills" more, but at the same time, clearly show the "M".
This is the full logo:
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