[DTV]

It feels like virtually every change at BBC News since the move to NBH has had a whiff of temporaryness about them - always one or two elements changes in advance of something else expected to change a bit further down the line. Maybe it was expectation rather than reality but even think when the NBH studios launched there was the feeling the continued use of the (amended) Lambie Nairn globe was ony until a new graphics package was ready. We just didn't know that would be another 11 years or more.

I'm not sure I'd go back as far 2013, as I don't think that keeping the 2008 globe was regarded as particularly temporary when they moved to NBH - in many respects it was the intended look of BBC News from NBH as most of the 2008 rebrand was regarded as an interim ahead of the then two-years away move.

But aside from that, I'd agree that there does seem to be an almost Trigger's Broomstick attitude to rebranding in recent years - though how much of this is down to a considered gradualism and how much is due to a combination of on the hoof changes in direction (as is very apparent in the Reith rollout) and a lack of resources is difficult to work out. The problem though now is that, even if the end rebrand is superb, it don't think there is a level of brilliance that can take away the mess that the journey to get to it has been.