That new ident makes the current ones look high brow. An incredible feat in some ways.
ITV is not high brow, which is why they want to change their branding to suit their output. It does seem to suit my impression of ITV so I guess it will achieve their aims IMO. But ITV is not a channel I ever really watch, last thing was Law & Order UK, and I will probably just download it in future.
You are aware you've seen one ident.
It's one thing saying that you dislike the concept, but all the others could be itv logos appearing on upmarket footage, you never know!
That new ident makes the current ones look high brow. An incredible feat in some ways.
ITV is not high brow, which is why they want to change their branding to suit their output. It does seem to suit my impression of ITV so I guess it will achieve their aims IMO. But ITV is not a channel I ever really watch, last thing was Law & Order UK, and I will probably just download it in future.
You are aware you've seen one ident.
I remember when STV leaked out two of the six idents, and I hated the first one, to Tartan bread for my taste. But once I seen the rest I really like them.
If all the idents are going to be like the one we've seen then it will be dreadful!
The worst thing is someone has been paid to design that ident!! How anyone could ever be proud to have come up with that idea I don't know! They should be ashamed of themselves, and whoever allowed the idea to go ahead should be even more ashamed!
People didn't like the BBC One dancers idents, but at least they followed a theme of rhythm and movement, and the red of course, but I have a bad feeling these new ITV idents won't even do that! They could (or possibly have) just find some videos off youtube and stick their logo over the top!
I am now also worried that ITV2, 3 & 4 will follow a similar cheap and nasty route. I hope I am wrong.
At least now each channel has its own identity with their idents, and each set are very different.
Given how much they seem to be focusing on the logo so far, why didn't they make the focus of the ident the logo? Make the logo a character as such (I don't mean give it eyes, arms and legs or anything silly), but more like the I'm a Celebrity break bumpers and other similar ITV1 pres where the logo is the main focus.
I don't think its helps that I am in a bad mood at the minute due to the fact my computer is just giving me problem after problem, thought I finally had TV recording set up on it yesterday, and then today its all stopped working again, and I am getting nowhere with it, so I doubt I'm going to be able to record any of the new stuff tomorrow!
Thats the only ident of the current set I liked, but got axed for elf and safety. *sigh*
In fairness, it wasn't some kind of groundless, politically correct health and safety initiative to stop showing that ident. Farmers' crops were burning down.
Yes, it dropped after a campaign by the National Farmers Union. Mr Littlejohn can rest easy
Really disappointed with that ident. It's just the 2006 package all over again and they didn't even last a year which makes you wonder whether they actually learned anything from that mess. They were drab, boring and uninspired and if 'Pugwash' is anything to go by the new look will be even worse. I think it's a backward step compared to the current lot which, despite their flaws, at least seemed to have had some sort of effort put into them.
I like it. The comparisons to the 2006 idents are ill-thought through, it's much closer to the original five idents. I think the 'camouflage' ITV logo is clever too - it's not really camouflage because it's constantly animating (to keep it 'camouflage') so your eyes are drawn to it. I definitely expect it to look better on screen.
I have to agree with Cylon, Stuart, Lobster and itsrobert on this.
Not impressed. Highbrow / lowbrow is less relevant - what about distinctive design? It doesn't matter what the camera is pointed at; if it's dull, unengaging and doesn't create a connected visual identity sans-logo, then it's poor.
With respect to ITV's history alone, this looks like it might just be a suspected return in style to the inferior, and honestly well-disliked, 2006 type of look. The pug might be 'cute' to some, but that's it. It's a piece of non-identifying visually bland footage, seemingly trying to evoke an emotion - sound familiar?
Then - obscuring the logo by matching it to the scene colours, and having it disappear entirely. Really? So much for a logo whose form and function was given prominence in the press release. Unless, they knew when writing it that the idents themselves were too weak to dare comment on extensively? And I suspect they are, in a word, weak.
I am sort of interested in seeing ITV3 - something tells me it
could
be one of the better ones to emerge from this whole rebrand. but honestly, who knows.
Trying hard to resist given it's only one ident and not yet onscreen......but seriously?
Was nothing learnt from 2006?
Yep, and I always thought those were very derivative of the short lived UK Gold idents from a few years earlier, though at least those were quite arty. At least they've done something nice and different with the logo this time round
Lets see what tomorrow brings, but I fear it's going to smack of a missed opportunity
Given how much they seem to be focusing on the logo so far, why didn't they make the focus of the ident the logo? Make the logo a character as such (I don't mean give it eyes, arms and legs or anything silly), but more like the I'm a Celebrity break bumpers and other similar ITV1 pres where the logo is the main focus.
It's almost as if the main presentation has to go through focus groups/marketing ideas/umpteen levels of management etc, whereas one-off pres like the I'm a Celeb stuff/various programme specific breakbumpers/stuff like the Dancing on Ice 'icy' logo, is designed and rolled out by people who know about TV presentation without too much input from on high.
Trying hard to resist given it's only one ident and not yet onscreen......but seriously?
Was nothing learnt from 2006?
It doesn't matter whether it's a dog getting a bath, kids rolling down a hill or pigs in mud, ultimately it's just a logo slapped over some random live action clip. It's lazy. And the camouflage logo is just odd. C4's is clever because it's a split second reveal within the action. There's nothing clever about a logo that fades in then blends in so much that you have to squint to see it.
Maybe I'm just old school, hoping for something bright and vibrant that hits you around the head and shouts "you're watching ITV and are about to be entertained". Instead we're getting more cheap idents with a thinly guised theme running through them.
I'm almost sad to see the current ones go now.
That's pretty much how I see it. There does seem to be a law of the universe that ITV's post-regional identity has to be crap no matter what. The only ident I've come anywhere close to liking in the past ten years was the celebritylees celebrity era ident used before the news.
