The logo looks like it's an American car shampoo brand. Programming wise, largely what we expected I think.
Where Blaze really is attempting to tap into is the male market, as the majority of recent Freeview channel launches from pay TV channel operators have aimed for a female audience (TruTV, YourTV). And I feel that the programmes brought from History seem to suit Blaze well, even more so than History itself, because of the distorted remit that History relies itself upon.
Blaze, as well as its timeshift, has been put on an almost completely full COM4 mux, so whether it gains a stream off another channel, or that it will use space from an extra stream created on the multiplex, it's completely unclear on what will happen.
Off topic - with Hochanda moving to LCN 85, I wonder where that leaves the Store. It's a waste of valuable Freeview spectrum that the ITV digital channels subsidiary could use instead to extend the hours of CITV, and the timeshifts of ITV3 and ITV4. The Store really doesn't have much use now, it's almost as useless as the Big Deal was back in the day.