I find it interesting that the logo for Reform says 'Reform UK' in the centre but 'The Brexit Party' in a surrounding circle.

This suggests to me they are going for a deliberate ambiguity to get as many Brexit Party voters as thy can while claiming to be a different party, or alternatively at some future date they can drop the 'Reform UK' part and that was a mission and slogan, and that the group has been "The Brexit Party" all along.