ITV Rebrand and New Logo

We all knew that it was going to be this kind of thing. Footage from everyday life, with a logo stuck on it. Very few people on TVF (including myself) are fans of this school of ident design.

Thing is though, as everyday footage goes, a pug in a kitchen sink is actually quite memorable and cute. I can think of plenty of people I know who would most definitely notice it and talk about it if it was on their TV screen for 15-30 seconds. If (and it's a big if) the rest of the idents are as memorable, this may just be quite a strong identity. If it gets normal people noticing and talking about idents, it's already doing a lot better than the 2006 emotions set.

The logo using the same colour palette as the footage is a nice touch, but as others have pointed out, the camouflage effect is a problem.

So true - notice it fades out 15 seconds into the ident too.

Talking of which the animation of the logo on and off screen is pretty basic - each block appearing piece by piece. I was hoping the logo would be more fluid and rather than just the blocks changing colour they'd actually be a bit of movement so the logo isn't continually divided in exactly the same way.

Not particularly impressed by the ITV Player or ITV Sport logo - they feel a bit lazy really.

Will the ident actually last much longer than that? I imagine the standard cut off point will be around when the logo vanishes. The ident is just longer, 'just in case'.

It depends how they approach the daily life idents as to whether I like them or not, and I quite like the pug one just because of what it is. I think that one will be very popular tomorrow. Others may be a tad dull though.

The camouflaging is a good idea, although ironically it has ended up too camouflaged. Visually impaired people could have a problem with that.

Look at how wonderfully clever and visually pleasing the current crop of channel 4 idents are, comparing with that we've seen from ITV.... A poorly animated logotype stuck on some stock footage.....? A child could have come up with better.

Channel 4?

One good thing about the idents is that there's lots of them. In an ideal world I think a channel should have 20-30 idents ready from day 1 of a rebrand so each junction has a different ident.

That's just my opinion. I don't have to explain why I like it.

It's a cute dog, it's shot well and will give people a warm and lovely feeling inside and that what ITV needs to do.

I guess there will not be any promos like this explaining the removal of the '1' tonight or tomorrow?

Carlsberg don't do TV logos...

I agree that will be the case, but considering they're longer "just in case" you'd think that when an extended ident aired they'd want to keep the logo on screen as long as possible.

How long these last who knows - but I suspect they'll be tweaked sooner rather than later to make the logo stand out rather than blend in with the background.

They could have picked a cuter dog , to be honest.