[DTV]

Was the whole rebrand done in house or by an outside agency? It does seem odd there is absolutely no ownership of it to see it through. Even with a planned staggered rebrand you'd think a timeframe of at most one year would be the maximum you'd plan for.

As far as I'm aware, the different components of the rebrand have been created variously by combinations of BBC Creative and several outside agencies. This diffusion of responsibility might go some way as to explaining the inconsistencies, but it is fairly clear that nobody from any team has been charged with overseeing the overall logistics of the operation. I don't really think that other than the fact it would be 'staggered' there has been any real plan to the rebrand - it seems way too ad hoc and 'when it's ready it's ready' for anybody to be actually managing it (or at least not in any way that could be considered successfully).

To be honest, given that the decision to change the logo was taken so late in the Reith rollout process, it hasn't especially shocked me at how disorganised the rebrand has been. Making a decision that significant and fairly unnecessary seemingly on impulse was a red flag for me from the beginning - just a sign that the people in charge weren't really thinking everything through. If they'd stuck to the original plans, the Reithification would have been far easier and the inconsistencies less jarring.