ITV Rebrand and New Logo

I don't agree. The 2006 house style, which is used on Cycling and Darts etc animates entirely from the logo...which is rectangular. I don't see many rectangles in the new logo!

Also, the football set of graphics is great....but it's black and white. Where does a green logo, which seems to be very 2D, fit into the beveled edges of that set? Again...it's quite rectangular!

I'd expect animations to follow the arc shape that I've seen on some of the promotional stuff for the new ITV, but who knows...they may just plonk it on!

I was referring only to the football graphics, which could just use a white version. I fully expect the generic set to be replaced outright.

I've just seen some idents they've stuck out on market research thanks to someone else (sorry, no links/vids).... and uhm.

(Usual market research caveats apply, no idea how close these are going on air/final.)

So a lot of them were quite bleak and dreary. It's more 'modern life'. Ballet girls putting shoes on. Person sitting in diner. Playing with a baby's foot (with "Coming up next: X Factor"). A hot air ballon half inflated (red/white/blue logo, only one with a semblance of colour). Hardly uplifting and stuff. All a little bit slowmo.

There was a kid on a beach with his dad and his dog and an umbrella. Haven't they learnt from 'The Brigher Side'?

The music is pianoy dreary.

Logo colours actually rotates quite quickly through the ident specific ones. Very quick colour wipes. Most of the ones I saw were full of beiges and greys. They sort of fade in at the start, very big on the left of the screen. Much less of the vibrant colours in the version shown as the new logo (which is a pity, I like those colours for ITV).

Not impressed. It's more of the same they've done before but closer shots rather than the recent favouring of wideshots.

Edit: Oh, and none of them were clips of shows as I think original reports said they would have too? There were a set of five idents.

Sounds a bit like those 2006 idents that were dropped after less than a year.

Yes, they sound dreadful, but I can't say I was expecting anything else.

I still don't understand how this helps identify or define the biggest commercial broadcaster in the country. Just normal everyday things? Is that like saying ITV's shows are just normal everyday things? That nothing of what they do stands out and should be noticed?

No, it says ITV is reaching out into, plays a part in and reflects everyday life in the nation and for its people. Basic marketing speak.

Hang on before we start kicking off, the ITV 3 idents we have on air now sound a bit like this.

oh and wasn't it magnificent. brilliant theme, especially the extended breakfast versions

Having had a wee look on the Lambeth planning website, it seems they applied for, then withdrew planning consent for some signs in 2001 (pics here).
There's an older application from 2001 where they got permission for an illuminated LWT sign "on all elevations of the tower"), and even one from 1985 for "Installation of an intermittent illuminated electronic message centre measuring 50ft x 10ft affixed 45ft above ground" (which was refused)

What about the 2003 one? Always liked that one, especially the sting after the headlines. Pretty much liked everything of that era really - titles, studio, theme.

oh no it was just a mess of strings