The livery looks good without being great. Fairly functional (quite simple with a couple of additional swooshes that feel like they are trying too hard). But then we all know that its more of a holding livery so that Virgin can give us something flashier when they generously buy all of these new Super Express trains (removes tongue from cheek) its probably better to compare this to the 1990s Virgin livery which filled a similar role (of branding the trains they inherited at the start of the West Coast/ Cross Country franchises whilst not being brilliant).
Theres something quite 90s about it, the big patches of a primary colour (not purple, lime, orange, silver, lilac, turquoise... just plain red and white). At least it fits the criteria of looking good in either direction and making it easy to work out where First Class starts I suppose.
As for the responses on this thread...well, those whove always been critical of Branson/ Souter/ Virgin/ Stagecoach dont like it very much, those whove been fans do like it hard to tell very much from this!
The same goes for the responses to the new franchise: East Coast were great because they returned a premium to the Treasury each year (and it should have been kept in public hands because of this etc etc), whilst Stagecoach/Virgin are bad despite the fact that theyve promised to pay more money?
As Ive said before, if the winning bidder for the franchise promised to pay the Treasury a penny a year less than East Coast did then enthusiasts would say this is proof that we need a publically run railway because its clearly more efficient and better value for money for taxpayers...
...yet if the winning bidder for the franchise promised to pay the Treasury a penny a year more than East Coast did then enthusiasts would say theyll only do this by ramping fares up, cutting back on all costs, sacking staff and anyway theyll default so that they dont have to repay that money. The private sector cant win when it comes to this mindset...
DOR's reputation will be a bit like their plain livery - something that anyone can project their opinion onto - to some they were caretakers who didn't honour the improvements that NXEC were planning (e.g. the 180s hired to provide bi-hourly Lincoln services), they weren't very interested in revenue collection (due to not being a profit motivated company) and they didn't make many improvements...
...but to those who used them regularly enough to get the benefit from free train tickets, nice food in First Class and other perks then going back to a "normal" TOC is going to be quite a bump back down to earth. The glass is either half full or half empty.
More interesting would be to see how DOR got on with a "common or garden" franchise (London Midland?), where there's a lot less online booking and the catering isn't more than a trolley.