Maybe we are seeing the reduction  of Branded routes in favour of promoting the Corporate Brand and livery. In my opinion if this is the case we would need a much stronger  Corporate brand than simply painting a bus an amateurish Red & Blue with  a white stripe divide ! - Looks like a secondary operator buying second hand used buses! - In my opinion!!
Look more toward Lothian's livery with an air of quality and brand standard - Colour coding city routes (Dark Red) and rural routes (Green).   Even an adaptation of OK way /Express as North East or Northern would promote a quality brand with an "Established heritage" - We need a much more mature approach to branded routes. The current marketing dept. seems to be run with a mentality of kids in a playground. Look up "MARKETING" and/or "BRAND" in  any professional publication for a definition and what this stands for! Don't think GNE marketing understand the first steps of effective marketing and branding definition and principles.
Even local users are confused with current brands and frequent use of wrongly branded buses appointed to other routes. - I've seen elderly among other passengers often miss a bus at Eldon Sq. or Metro Centre because wrong branded bus was being used. - What chance do visitors to the region have, especially connecting with Airport Metro or regional and national rail !"
Branding by route has had its day IMO!  GNE should now promote quality and service via their brands, differentiating Quality routes, Express limited stop services, Cross county services and easier payment options ignoring Buzz fare zones and adopting fairer fares based on distance.
I am convinced more people would use buses if contact-less debit cards were accepted across all modes of transport including Metro, as the cheapest and most competitive payment method for the region (As adopted in London's Dft area)