"Really" brand refresh

The idents are getting worse. Here are the latest editions:

http://www.tv-live.org.uk/wp/media/really/2013/notmoving3.jpg
http://www.tv-live.org.uk/wp/media/really/2013/readytogo3.jpg

http://www.tv-live.org.uk/video/really/2013/notmoving.mp4
http://www.tv-live.org.uk/video/really/2013/readytogo.mp4

So basically new bad puns everyday then? Nice one UKTV

Some other bits:

Hashtag break bumper

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-BB-CHEATERS-1-2.jpg

Programme menu

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-MENU-1-4.jpg

On Demand promo

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-OD-1-2.jpg

I think the latest addition to the ident set says it all really...

http://www.tv-live.org.uk/wp/media/really/2013/zzz2.jpg

What Really needs —

http://www.theidentgallery.com/really/2013/REALLY-2013-ID-FRESHSTART-1-4.jpg

Really Terrible! I havn't even seen them on screen yet and I'm already bored of them. They are so bad.

With these latest ones, it does look uninteresting on the whole; largely uninspired ideas... I think most of them are too banal. Oh, and some of the phrases really don't work...

That's it, they haven't even executed it to a bare minimum standard (ie by using phrases that actually are/could be phrases with interesting and/or abstract imagery), which is terrible considering the simplicity of the idea. A robot could've generated this, where's the creativity, charm, imagination?

Now I see...

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-BB-MIX-6-6.jpg

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-BB-MIX-7-2.jpg

http://www.theidentgallery.com/really/2013/misc/REALLY-2013-BB-MIX-1-2.jpg

Laugh, I nearly did.

All these stuffs really make 80s-ish ident from Rede Globo in Brazil and its overload of Avant Garde font look much better. In fact, when I first saw the new Really logo, I could't help thinking about the lettering of 'PLANTÃO' in the video below: