Seeing it from this angle:

Arriva North East: 7426 / LJ55BRX by Matthew Jimmison, on Flickr

I don't think it's as bad as the photo I'd saw this morning. Looking at the fonts they're clearly going for a retro theme, which fits in with the vehicles they're applying it to. Essentially for a summer peak vehicle, on a seasonal route, I think it's alright - it's a bit of fun, and avoids the awkwardness of branding some 55-plate B7TLs as "Sapphire" in 2021. Would be a very different story if they wrapped the B9s like that though...