My biggest issue with a re brand is the cost to do it all. I do not dare think how many millions of pounds of public money will be wasted changing everything over to a new brand.
It may be a moot point, like Virgin/LNER, they will probably have no choice but to re brand, i cant see Arriva wanting to allow there name to remain on the service when its been taken away from them. They may even own the "Northern" logo so would prompt a full rebrand.
RE: Northern (Arriva Rail North)