General Presentation on ITV1

This is press release on the Red Bee website about the "second phase" of ITV idents :

ITV introduces second phase of re-brand for ITV1
ITV today announced a second phase of the successful re-brand which took place at the beginning of the year. As a result of the initial brand development a further evolution of the ITV1 idents depicting scenes that come alive with colour in visually arresting ways, will roll out on air from 13th November.

ITV Creative, ITV's in-house creative team, employed the services of Blink Productions and Pleix to direct the new concepts originated by Red Bee Media. The idents entitled, Bike, Lake, Market, Beach, Pavement Art and Basketball, use incredible 3D elements including fish and humming birds, which were created by Academy Award-Winning post-production company, The Mill.

The six idents capture the atmosphere in a variety of locations which evoke different moods - from a serene lake, to a vibrant marketplace, and an urban basketball court. The ITV1 'yellow' colour is then picked out within these locations in various forms. Scenes from these locations have also been used to create six break bumpers that help to punctuate the ITV1 junctions.

ITV's Marketing Director, David Pemsel said "Brand identity is a constantly evolving proposition and I am delighted with the second phase of on screen creative which has been delivered for ITV1."

James Studholme, Blink Production's Managing Director said "We jumped at the chance to work on such an interesting project. It isn't often you get to work on one of the biggest branding projects in the country and offer your expertise to enhance the creative. The warmth and humanity of the idents, mixed with the magic of the yellow coming to life in CG, was a glove fit for Pleix"

Red Bee Media Creative Director Tim Platt said "This was a fantastic opportunity to collaborate with Pleix and ITV to develop a unique set of idents that really reflect the aspirations of the channel. These idents are a further progression of the ITV1 brand expressing the concept of 'Alive with colour' through six very individual and surprising scenarios."

Still two to air aren't there ?

Yeah, basketball and pavement art but there suposed to still be in development.

I like all the uses of '2nd phase'

As if those other idents were supposed to be so badly received that they were dropped 10 months later!

Exactly! No mention of the fact they've dumped the whole emotions theme the idents were built on and the only animation effect tied into it. Second phase indeed...

Wonder when we'll be getting them -
and looking to christmas do you think it will be similar to what they did with I'm a Celeb?

so the orngail 6 have now gone for good?

Looks like it - Just think it would look dodgey with the old and these new ones!

All emotions idents are gone, yes.

I think Red Bee have over glorified things for themselves a little in their press release to make it sounds as if they're the brains of this "2nd phase". Seems they are bad at accepting defeat that their idea's were crap and the actual production worse worse, and that another company can do better than them.

As for christmas, I doubt they will do what they did for celeb as it just doesn't work. would imagine a whole new ident is produced for it.

I hope their is christmas idents
- Santas workshop
- Christmas village
and so on - hope you get the idea i'm trying to put across.

Do you think the "Pavement Art" and "Basketball" idents are coming out in January.
(Sorry if Ident names are spelt wrong).

I'll imagine we'll get new idents especially for Christmas, rather than just altering the logo. I mean, it wouldn't look right on the beach ident.

I think the Christmas idents could work quite well, and already the Bike ident seems quite Christmassy.

I hope we get the two new idents soon so it will beef up the set a little, and then hopefully we'll get more next year, maybe two or three.

Hopefully if they do - they'll be in round about middle december.