(03 May 2026, 8:27 pm)X919 WGR wrote That was one of my first thoughts when it came to this name. You don't want a Sunderland Bus to have Newcastle based branding.
I do hope it does get a more appropriate name/more fitting name. As great as it does sound. I think bringing back the "Northern" name would be most suitable or even if it was the North East Network to be so basic.

Hear me out, but perhaps the answer lies in the late 80’s. Have a Tyne and Wear Company handling the urban routes in that area, perhaps branded “Busways”. Have services in the Northumberland region branded “Northumbria” and buses in the Durham region branded “Northern” Have TNE oversee all the operations and have a dedicated colour for each sector under the same styling, with Busways being Blue and White, Northumbria being Red and Yellow, Northern being Blur and Yellow to match the flags of the respective counties. Attached is a very rough idea of what I’m meaning