THE company that operates most bus services in and around Keighley has unveiled a new brand.

Transdev says the new identity – The Keighley Bus Company – is starting to appear on buses in the town from this month.

The business, which operates 120 buses and employs more than 250 staff, explains it has adopted this approach to help showcase its heritage and the region it serves.

Transdev has invested more than £1.8 million in new buses for customers in Keighley.

As part of the re-launch, all new and refurbished buses will be fitted with free Wifi and USB power points, as well as "next stop" audio and visual announcements on board.

Transdev chief executive officer, Alex Hornby, said: “We love our Yorkshire roots and are proud to celebrate our 114-year history of serving the area.

"Our customers have already taken to the new brand, and we know they are just as proud as we are of this great town and county.

"Our drivers serve nearly eight million passengers every year in Keighley, and we have a simple vision to be an ‘amazing bus company’ in the eyes of the many people who trust us to transport them."