I am still confused on branding iptions for a new toc these days
Clearly corporate branding isn't banned or abellio would be forced to use brand neutral colours sdespite dropping the name
Would a risible brand such as 'one' be allowed again?
I'm not sure that anyone knows
We all complain about liveries and logos being too garish then complain when fairly plain/simple one comes along. It's bad when they all try to be unique and also bad when they look too similar to each other.
One minute it's "no branding allowed" then along come VTEC who aren't shy at getting the Virgin name on everything!
FWIW I like the South Western Railway image posted here - nothing too complicated, a bit like a section of the old BR 'double arrows' pointing in a south-westerly direction - quite conservative - doesn't feature the name of First or MTR - pretty decent.
SWT was a strong brand and a strong name, but obviously linked to the Stagecoach colours (even if not using their name). Keeping a livery of red (local trains for local people)/ blue (middle distance)/ white (longer distance) would have been my way forward, but we don't know yet whether First/ MTR plan a three tier scheme or not.
I guess that "one" would be acceptable against certain modern guidelines - it's a brand that could be taken over by a successor organisation (compared to NXEA) - a daft name but at least going in the same direction as SWT/EMT in terms (having a "family" of colours with different types of train in liveries specific to their type of operation). But I'm going off-topic here!