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I see the "school bus" association - that would not work here in Australia as we don't have those stylised school buses.
Anyway my point is that it is a hard stop on hard logic. The trees soften it a little. I wonder if it needs a bit more emotion than the hard logic?
I can't suggest how to do that, but that's my feeling in terms of the market segment to which you are appealing.
Walter @g2m
