Lumo! ... I just hope that this isn’t the final livery, yeah it’s better than plain white but it’s still boring as hell
Yes between Edinburgh & London "Lumo Trains will operate over the East Coast Main Line and will call at Edinburgh, Newcastle, Morpeth and Stevenage, and London King’s Cross." https://www.railadvent.co.uk/2021/0...groups-london-to-edinburgh-rail-operator.html
According to the First Group press release, Lumo is a combination of the words illumination and motion.
It appears this is ECT. Everything adds up to it; Same rolling stock Same Company (First Group) Same Services Similar Livery (Blue) As for what happened to East Coast Trains, I presume they just thought "Guys, this is bland. Shake it up a little" and the rest is history...
It's the same company, just like when Avanti was called "West Coast Railway". It keeps people away so when they name the "new" company it sound like it's new rather than that old thing everyone forgot
East Coast Trains is the legal name of the company - Lumo is the passenger facing brand and is something a bit more Googleable. This is primarily trying to compete with Coaches and Air Travel between London and Edinburgh. The idea is to try and bring new custom to the railway.