I do think Arriva need to take of attention to detail and tidy up a bit!

But I don't think branding as such given their nature of business and work suits Arriva and sticking with one livery (and even perhaps a generic non-route specific 'X' livery) would work better.

Arriva did initially have good intentions with the original Sapphire / MAX but looks like DB don't want to continue with it and just want to provide a bus service. If a new MD of GAG or GNE/EY rocked up tomorrow morning, they could easily decide "ahhh forget XLines, lets chuck a Ride Kite Ranger on the X45/X46 and a brand spanking new StreetDeck on the X5/X15"