I can’t help but think that this whole project has been a damp squib really. Some of the concepts, like this one, look really promising but the execution of them has just been poor. Most of them are far too static to be interesting.
It almost seems that BBC One and ITV have a common problem with their idents, in that static artforms don't necessarily translate well to moving idents, whether that's photography in the case of Oneness, or installation art for ITV.
I think the other problem with ITV's approach is that of quantity over quality. I'd rather have a selection of a dozen stunning idents into which more thought and time were put, than 52 average ones. I don't hate them, but I don't love them either.
marshmallow, Chyron and VMPhil gave kudos