Overall I think it's smart, clean, and not OTT, which may not be to the taste of some people who prefer their liveries a bit more out there. Folk can see at a glance where it goes, and how often it goes there, and it almost entices them on with the "discover... onboard". 

That said, I'm surprised they didn't at least advertise the USB charging, WiFi, and NSAs under the "every 30 minutes", looks a tad bare in that area. 

For what is essentially sub route branding slapped onto a corporate livery, which is the way most of the big groups are going (looking at you Stagecoach), I think they've done a good job. Now to find out where Vorkshire is...