(12 Jan 2019, 1:17 pm)JP6004 wrote The night bus version looks quite smart. But after 10 years of association and integration, would a complete overhaul of the brand have the desired effect of patronage?

I think the only way to successfully implement such a change would be to overhaul the route as well such as introducing an X56 to enable faster journey times between Newcastle and Sunderland or a limited stop between Concord and Sunderland during the day

I've read this a couple of times now and can see your point regarding branding.
There are many examples of established brands being replaced or refreshed and I can't think of many examples where that re-brand hasnt worked.

A corporate re-brand for an operator can have a positive effect.
A change to a brand which people have become blind to, may stimulate growth. 
The 56 has only had a couple of tweaks since the branding was launched and it could be argued that people are blind to the garish orange bus coming towards them, using a term that went out of fashion with flares.
I've no idea what could be used, but something that stimulates local pride (27 branding for example has the potential to do that) or something that says exactly what the service does (in a succinct manner) could work.
Along with a change of colour.