It does have some Channel 4 influence, in terms of it being very very simple. Thing is, Channel 4 has character still, but this doesn't.
I think its maybe going back to basics before the new look launches later in the year. The fact that theres almost no yellow in the new endboards maybe tells us that yellow may soon be a thing of the past, IMO.
Is this maybe a plan to dull down the brand a bit - makes the revamp later on in the year seem all the more noticeable and exciting.
ITV have never really been able to get their branding *quite* right since the Granada and Carlton merger. I wonder if they'll finally crack it this time?
I don't know, I'm not sure the new endboards are that bad.
They're certainly simple and clean and some of the 'gloss' has been removed but that's arguably no bad thing. I'm not entirely sure why it's been done with a full rebranding on the way; can only presume what others have said about 'dulling' the brand before a significant change is right - however I'm not sure I see the sense in it.
Roll on the changes IMO - hopefully they'll be extensive enough that the channel logos are improved and the News pres as well. Really think the yellow look for ITV News is its worst ever. Thought it was great when it refreshed shortly before the yellow inundation, bringing London skylines to all bulletins at various levels of brightness depending on the time of day, and dark blue graphics. Possibly the best look in the last 10 years.
Anyhow, I'm hoping we see a much bolder, cleaner, punchier look for ITV1 especially - it needs to exude class, money and also fun, with presentation suited to a channel which is defined by not only drama, but also light entertainment (TXF etc). Idents will be crucial; a good mixture to cover a variety of 'vibes' would be appreciated.
As for ITV2, 3 and 4: I think ITV2 should keep its cheeky feel, but possibly be a bit more graphical and glossy (ironically, the reverse of the ITV1/2 relationship as it has been). ITV3 has a great moody aura about it and that should continue; something in the vein of the AVIVA sponsors for Downton Abbey might be a nice touch there. And ITV4 should keep its male-looking feel but strengthen it with a bolder image; I could see something C5-esque.
ITV News should standalone and be netural, and pack an authoritative punch. Its graphics and set lack the gravitas of the BBC equivalent; editorially, I think ITV News is very good and a decent enough alternative to coverage on BBC One. The brand needs major work though, yet again.
All in all I do think it's time for a real rethink in ITV branding and I hope these changes on ITV signal the start of larger, wholescale changes to really strengthen ITV as a brand and remove subliminal perceptions of the network that largely haven't existed for 5 years or so now.
