ITV 1 Logo

I like the logos used now but they can become repetitive, they always use the same ones at certain times- during This Morning, before Loose Women, etc...

I find that the logo dosen't make me think of 'ITV 1' when I see it - which is what logos are meant to do.

While zooming in in Flash on the *old* ITV1 logo, I noticed how powerful the logo is in capitals:

http://img442.imageshack.us/img442/1050/newitvpu3.png

Although this is only half of the logo, it really is powerful, and would look great in some other colour that that horrid yellow.

Navy or dark blue would suit it best, and this makes the ITV brand more powerful than the current logo.

capitals come off as imposing and arrogant, hence the move to lowercase for the most part.

Using lowercase letters can be more modern, but could look like a bad attempt at emulating 'txt spk'. I think that the ITV logo is in between, but possibly edging towards the latter.

Yes it is a good job the BBC dont use capital letters in it's logo.

I think the current logo is, urm, to modern! I think thwey should tone it down a bit. And I know yellow is a traditional ITV colour but I hope they use a deaper shade as it makes my eyes hurt when it is on screen.

Also note, noone writes ITV in a sentence in lower case letters do they?

Off the top of my head (and my freeview ):

ITV
Five
Sky
Virgin media
UKTV
ABC1
The Hits

...and probably more, all have their corporate logos in lowercase (I realise some companies use capitals in their channel names)

I think there is a way of maintaining a strong logo and using more contemporary lowercase letters. The previous ITV logo was much stronger than this one. It was bold and easily identifiable; as soon as you saw it you knew it represented Independent Television.

However, the current one could represent anything; its not original or unique enough.