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ITV logo discussion

all the change, and no pudding pops

AW
Andrew Wood Founding member Central (West) Midlands Today
Si-Co posted:
To be honest, it’s only since 1989 that ITV has had a corporate logo as such. The earlier ones were used interchangeably up until 1989 on literature and the odd promo, but they tended to change the logo every season, down to the whim of the ITV company who had designed the new season promos. Even the 1989 one wasn’t universally adopted by all the ITV companies.



I thought the 1980-89 one featured was a Channel 4 designed one, for their (C4's) cross promotion slides ? I don't think any ITV company used it ? It was normally 3D, and with 'oil on water' style colours ?

Central certainly used it in its presentation at the time.



Si-Co, DE88 and Markymark gave kudos
LY
Lynetwork Tyne Tees Look North (North East)
I feel like old ITV presentation doesn't really have the same nostalgia factor (other than the regional stuff) as the Channel 4 blocks or BBC's old presentation. For me the blue and yellow logo is nostalgic because... it's very early 2000s, and that's kind of it . Not like the charm I remembered of the Personality 2's or the amazement seeing the floating 4 block idents and thinking 'how was that done?'. ITV's presentation was just there.
LL
Larry the Loafer Granada North West Today
The 1998 logo is probably the only one that could still theoretically work. It hasn't aged all that much and still portrays the channel as the "trusting friend you have a coffee with every week" it likes to be seen as. I still really like the 1989 logo but it doesn't represent what ITV is nowadays.

The rest are either old fashioned or just cack.
SC
Si-Co Tyne Tees Look North (North East)
Si-Co posted:
To be honest, it’s only since 1989 that ITV has had a corporate logo as such. The earlier ones were used interchangeably up until 1989 on literature and the odd promo, but they tended to change the logo every season, down to the whim of the ITV company who had designed the new season promos. Even the 1989 one wasn’t universally adopted by all the ITV companies.



I thought the 1980-89 one featured was a Channel 4 designed one, for their (C4's) cross promotion slides ? I don't think any ITV company used it ? It was normally 3D, and with 'oil on water' style colours ?

Central certainly used it in its presentation at the time.





Central also designed the ITV Schools branding used on Channel 4, and this looks like the same (or very similar) version to that.

It did appear on Channel 4’s ITV slides from 1983 (previously they had used the gold one from the Autumn 1982 promotion package) - I don’t know if Channel 4 actually designed it as it was certainly also seen on ITV.
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MP
MatthewPrower
The 1998 logo is probably the only one that could still theoretically work. It hasn't aged all that much and still portrays the channel as the "trusting friend you have a coffee with every week" it likes to be seen as. I still really like the 1989 logo but it doesn't represent what ITV is nowadays.

The rest are either old fashioned or just cack.


can’t argue here

think the only flaw in this is that it’s too “y2k” per se, but with a few adjustments, i think it can work
Last edited by MatthewPrower on 3 January 2021 5:28pm
MP
MatthewPrower
whelp

i managed to whip up a custom mock of what the '98 logo would look like in current year
*

(decided to use the 2013 ident pckage because how am i supposed to recreate the 2019 one without any art students?)
BR
Brekkie Wales Wales Today
I think as often is the case the 1998 logo looks better in hindsight than it did at the time - as a logo it certainly worked better in the 2002 incarnation when the whole package was designed around it rather than the dual branding we'd seen previously. I've a soft spot for the 1989 logo but it hasn't aged well - whilst 2006 they might as well not have bothered because it didn't look like they had.

Really though hope the 2013 logo survives a bit longer - would be foolish to ditch it with the next major rebrand and start yet again from scratch.
Be nicer and more tolerant to each other. Them's the rules.
MP
MatthewPrower
itv's like pepsi, they're constantly changing
*
only difference is that itv doesn't have a 32-page document explaining how the universe is relative to itv
LO
lobster Anglia (East) Look East
I think all the logos were of their time, personally, I think the 1989-1998 has dated the best, it would still work as ITVs "corporate" logo, but for the channel itself, the current logo I think, with it's playful design works best.

I think the 1998-2006 incarnations were probably the worst, so soulless, followed by 2006-2012 - again, very bland.
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BR
Brekkie Wales Wales Today
itv's like pepsi, they're constantly changing
*
only difference is that itv doesn't have a 32-page document explaining how the universe is relative to itv

Although Pepsi has a recogniseable logo which has been in place since the 50s, and looks like before that had a recogniseable logo which was just tweaked over the years, ultimately sitting alongside the logo which would then dominate the next 70 years for a few years before being updated.
Be nicer and more tolerant to each other. Them's the rules.
AM
AlfieMulcahy Meridian (South East) South East Today
I prefer ITVs current 3 colour logo. (Not shown on the list)

It just seems so simple and clean. ITV4 needs a change to their presentation though. Doesn't fit the logo.
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DT
DTV Meridian (South) South Today
I think the core issue with ITV logos in general and why they seem to go through so many is that they repeatedly fall for the classic design mistake of designing logos that are very contemporary and 'of the moment'. Being on-trend is great for a short-term campaign, but if you are trying to build a corporate identity it is very foolish as your logo can very quickly look dated when design trends change. If you look at the ITV logos, you can fairly accurately guess when each one was designed purely because the styles are so firmly rooted in when they were commissioned. This contrasts with the present BBC logo which does not in any respect scream 1997 and, as such, will probably outlast several more ITV logos.

However, ITV's logo problem is deeper than their lemming-like following of design trends. The Pepsi logo, as mentioned above, is also repeatedly refreshed due to changing design fashions, but retains a core pattern and colour palette throughout in a way that ITV doesn't. There is no ITV colour, no ITV shape, no ITV font, no ITV anything. The only constant are the letters ITV and it is why ITV has got a far weaker brand, in design terms, than the BBC or Channel 4 (TBF this is also, in part, due to the genius of the late, great Martin Lambie-Nairn).

Compare the core BBC brands (BBC One and BBC News) with ITV's core brands (ITV and ITV News). Red + circle/globe + humanist sans serif + blocks = BBC. Even the most casual viewer knows this, because it is an established visual shorthand that the BBC has built up over decades. It is the irreducible minimum of those brands to the extent that future rebrands will almost certainly have to incorporate them. But there isn't really anything comparable for ITV other than the clockface of Big Ben for news. In short, ITV is a really great example of bad long-term branding.

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