The logo is awful, but it's being blown all out of proportion on this thread. The Go Ahead Group is far more than what's up here in the North East, and the decision has likely been made by some Marketing Manager than can attach a lot of buzzwords to a redesign. Very much in a similar vein to everyone's favourite design agency and a select few MDs.

Unlike long, drawn out rebranding exercises like Stagecoach and Arriva, there's no suggestion this is going to be a standardisation across the bus network. There's no mention of it in their corporate strategy or annual report. Even with the new logo, old logo, or the logo before that, they all say 'Go North East' - does the average customer really care beyond that?