Why does it even need a brand ?
Politically being a brand made it so much easier for many to campaign against it.
If its exended now its even unlikely to be high speed at 250mph, drop the insistence of calling it HS2 and lets just call it a rail line!
It would also feel more intergrated rather than segregated for the National Rail network too!
I agree, it would have been best for it not to really have a name at the planning/construction stage. It should have been just another part of a much wider Next Generation Rail Programme, the first priority of which should have been (and still should be, we still need the Next Generation Rail Programme) to support the net-zero by 2050 greenhouse gas commitment. The NGRP should acheive this both through removing diesel trains from the network (particularly diesel under the wires) with rolling electrification and through supporting modal shift from road to rail (including for freight). The modal shift element is where new lines, such as what we currently call HS2, come in.
However, once any new line is built a name will need to be found for it just so it can easily be discussed. For example, where would we be without the existing names for the WCML and ECML? I would have to type 'London to Edinburgh main line' (or more) every time I wanted to write about the ECML!
HS2 needs more than just a rebrand though. The main reason for it, supposedly, is that the WCML is full (or nearly full). However, that argument falls down if considered over a longer period because, if the WCML can be full then so can any other railway. Unless the population somehow reduces, or modal shift doesn't happen, the ECML and GWML will also be full one day etc. and by some accounts HS2 as currently planned is actually likely to fill the GWML up quicker. Ultimately, there are two options for providing wider capacity release than just the WCML:
- The Euston Cross proposal for an underground through station beneath London - combining this concept with a 4-track core (rather than the double track of HS1 or HS2) between Old Oak Common (where new 2-track routes would branch off for Bristol and Birmingham) and Stratford International (where a new 2-track route would branch off towards Newcastle, and the core would connect to HS1) would releive the WCML, GWML and ECML
- Shifting demand around (allowing more of the load to be taken by upgrading classic routes rather than directly releiving the main lines to/from London) by developing regional towns and cities instead of London - this means focusing on linking them together directly (rather than via London) - HS2 east looked like it could work wonders in this regard by massively improving links between the North East and Bristol but for the lack of electrification south of Birmingham and the fact Curzon Street is being planned as a terminus with no way out onto the line towards Bristol - this is why I think HS2's designers should have looked to the longer term and designed Curzon Street as a subsurface station rather like Old Oak Common