As a heads up, here's the press conference dates of prior 5 seasons:
Revice: July 27th (Cameo in SHS + The Movie was July 22, Q1 listing around the 16th)
Saber: July 29th (no summer movie cameo, lmk if there was a prior offical reveal, Q1 listing around the 18th)
Zero One: July 17th (Cameo in Over Quartzer was July 26, wayyyy after the press conference, but anyone can easily guess why they did so. Q1 was July 12th.)
Zi-O: August 7th (Cameo in Be The One was August 4th)
Bulid: August 1st (cameo in True Ending was August 5th.)

So, the most likely days to expect a press conference to be is July 17th-July 26th (a range of 5 days before and after Battle Familia, and a bit before a magazine reveal.) The toy listing are on average 10+ days before the press conference drops so at the earliest that's July 7th and the latest being July 16th. Of course, this is all merely speculation and older Rider fans will probably be able to craft a better timeline of events than I, but tldr; yeah, things are going to start moving, potenially as early as next week.

So in all the shows there were both serious (the last two episodes of Fourze is a drama that breaks to tears) and playful (in 555 they joked almost constantly and not even in the most fun finale). It's more about aftertaste and general atmosphere. Well, and besides, the main character will have a machine gun in his hand or on his leg. Or even a leg on the arm)
But in general, I personally think that this "it used to be more serious and gloomy" is mostly nostalgia and self-deception. It used to be darker, but that's more of the TV cameras of the early noughties to blame. For example, the death of Izu in Zero-one shocked and upset me much more than all the dozens of killed no-name policemen in Kuuga. And the peculiarity of the same Faiz is not in the murders or how they are committed. It's that Yuka has more featured kills than any of the show's villains, and the audience still thinks she's good.

About the talk of being dark, serious, etc. or such, people really need to learn to separate personal preference (inculding how being nostalgic is inherently bias) to actual quality. Being lighthearted or gloomy is just some of the directions can be taken when writing a story. And it depends on people's ability or effort to make compelling writing, no matter what direction they took. If someone doesn't like more lighthearted stuff, maybe the series isn't for them, but doesn't mean those lighthearted series can be instantly deemed as bad, or denying its merits (especially if there are others who love them). In addition to that, also don't use certain series to describe the story type as a whole like, deeming lighthearted as bad due to Ghost or bleakness as good due to Build.

It's quite inherent if a major character is the one who got killed, it'd evoke more emotion from the audience, being connected with them for long. The problem would be if the atrocity of those villains are downplayed/ignored if the victims are nameless minor characters, thus they're seen as 'fine' because it has no effect on the audience. But Yuka only killed bad guys (like bullies, etc.), so she's still good for that, though her resorting to killing is extreme and can reduce points in her morality, not clean-cut good but still good (as in her general behavior outside of killing bad guys).

I want to clarify what I meant a bit

I do not have a preference between lighthearted and "more serious" shows, and also of course this is a somewhat subjective comparison to begin with, and all rider shows have jokes and moments of levity even the ones many think of as being "the most serious ones", and even the ones people think of as "lighthearted" have drama and conflict

When I say "serious" or "lighthearted" I am usually referring to what it feels like (to me) the staff of the show want the general vibe to be, or alternatively just the vibe I picked up from the show

As an example, currently revice is a show that I perceive as wanting a "serious" tone overall, but is still very joke heavy. Personally I wouldn't clasify what I've seen of revice as lighthearted, but maybe others would?

I also don't really think rider "used to be darker" per se, we've have plenty of serious and shocking moments in modern rider, and plenty of goofy stuff in older rider shows. I think this mostly comes down to the style of filming at the time... I've noticed some early hesei rider shows are sort of filmed like police dramas and with low saturation, which I think gives many people the impression of "serious visual" but the tone of the show doesn't always match that impression.

Also not all shows cleanly lean more into serious or lighthearted. I'd say Ex-Aid is a good example of a show with serious themes but a lot of jokes and high energy, that I think is just sort of striving to be it's own thing. Saber is another show that I'd honestly say doesn't fit cleanly into these boxes either, I've encountered many people who view Saber as being lighter but i honestly think it has a lot of drama and the humour and fancifullness tone down a lot as the show goes, so I think it doesnt fit cleanly into being "mostly serious" or "mostly light hearted" as much as some other shows. These are kind of imaginary parameters to begin with though lol

Tbh I'd generally feel a bit safer if I was expecting geats to try to lean lighthearted, I generally have fun with shows that want to have a more "fun" energy. Tbh I think if a show is aiming to be "more serious" this can be kind of a red flag for me personally too, for Geats if it does seem like it wants a serious angle, all my expectations on if that's a good or bad thing will come down to who's writing and who's directing

The logo to me just makes me think the staff want a "serious" vibe. What that means or if it's good or not, only time will tell. And I also could just be wrong lol

I also want to add that we are now drawing conclusions not just from the logo of the show, but from its black and white version. Maybe in color it will turn out to be all the colors of the rainbow and it will not be a military one, but a graffiti-themed rider? Although the font is too even and the same, so it's unlikely. But my point is that even a color version of the logo without any other additional information can direct our thoughts in a completely different direction.

Very true, the colour pallet could potential change the vibe of the logo quite a bit

I really don't want to undersell the possibility that literally every expectation I have for this show could be totally wrong lol

If folklore and graffiti are both themes, then we might get something like the P.U.N.K. Archtype from Yu-Gi-Oh. For reference: https://yugioh.fandom.com/wiki/P.U.N.K.

would look cool tbh

https://yugioh.fandom.com/wiki/P.U.N.K.

a period at the end was missing

So someone shared this 'leak' of Geats on 4chan, but the Japanese text in the top right corner is a Japanese idiom, so it's fake.

Still, very elaborate. Might be one of those AI generated pictures, but still.