ITV Rebrand 2013

Oh dear. That looks something like a first time mock up on a freebie 3D PC modelling program such as Crystal 3D Impact Pro (from 1998).

The new logo appeared on the catch-up option fairly soon after the EPG was changed. It also now just says ITV rather than ITV Player, and the new option of 'Nat Geo' appeared on the same day.

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The ironic thing is the new method actually reduces the space to play out promo footage. With less emphasis now on being 16:9 safe they should have kept the old style and had the white bar take up no more than a quarter of the height of the screen, rather than half of it.

In a way though although it's refreshing that ITV are effectively keeping full screen credits - I was thinking this revamp might be the point where everything went the style of the soaps with lower fifth credits.

Are you still on Sky's testing programme as you have Sky Movies and NatGeo - these aren't on my On Demand screen.

I haven't commented properly on it until now, but I must commend ITV on how brilliant they've transferred their branding instantaneously. The only place that I've noticed the old ITV1 & 2 logos was in the opening background of Sarah Millican's Television Programme.

As for the rebrand itself:

ITV - I'm still not used to calling it just ITV, but the idents are actually growing on me. I think what I overlooked when we first saw live action was the simplicity of these, but they unlike others before seem to be well thought out, and the variations of the tune enhance this for me. They're not visually stunning, but I think the wide variation helps ITV due to their wide range of programming.

ITV2 - I'm still not sure about the red as the lime green worked brilliantly for them, but I do like how detailed they have gone with the red accents through the scenes. Fun, quirky & not a mile away from the 2006 & 2008 ilk of idents, they appear to capture the target demographic well.

ITV3 - From an artistic point, these look wonderful, and sell the channel well. The connecting factor of the glass jars(?) creates a pleasing end shot to each ident. I do like at the end shot and they remind me of a cross between the BBC Two Christmas Sprites & the ITV1 Christmas 2012 offering.

ITV4 - These may be my favourites. The scenes created are brilliant, but I think its more the diversity to sit with each style of programme, and how this is cleverly reflected in the logo. I'd say that these appear more fun that the ITV2 idents, possibly because of the fans within them.

CITV - Seems to have been overlooked a bit. The look brings the channel up to date compared to the previous logo IMO. The 'C Monsters' idea is clever, as are the children's created ideas. It's a nice play to use kids/young sounding adults for voiceovers to give the idea of 'TV for children, by children'. My only problems with CITV are that they haven't adapted to the new style ECP, and so still squish the picture instead of shrinking. The DOG doesn't show the C on my old TV - its that old, I don't even think it has overscan settings.

ITV News - The more colourful studio, and background has helped a lot, plus it gives your eye something else to look at if that story doesn't appeal to you. The background has added much needed depth, whilst giving it a 'newsier' edge.
I'm not convinced on the titles or music though.

ITV Sport - Bumper as seen tonight looks very nice, and the logo doesn't look bad inserted into the captions. The one area where it's let down is the score bar. A massive step backwards. It reminded me of a recoloured 2006 version. I'm surprised that they haven't created it so that the ITV part of the logo sits where the dog is applied. Would the green on white look better and added to the previous score bar?

As for other things, I do like the trailer end boards & the way that they integrate into one another. The only problem is that ITV (the channel) are still inserting the black after the break bumper on occasions that i've seen. I'd have thought that they would have carried it over so that the dot reveals the ident, i'm not sure how messy that would be to implement though.

The ECP is well designed to link up to the website, though website promotion seems to have disappeared. Not only has the website been removed from the credits (is it just me who thinks that they look odd now?), but the sponsorship website promotions after a programme have also vanished. The ECP could have been designed better to either use a lower white bar, and the cut & shrink approach that ITV1 were using to make more space for the credits & promotions.

With the push on the brand on titles, and even mugs on Daybreak/Lorraine, i'm surprised that it hasn't been rolled out further. I even expected those new branded cushions that were seen at the launch to appear on the This Morning Sofas, or a ceramic/glass version to appear on the counter behind the loose women.

Overall IMO a brilliant success to reinvigorate & add life to the ITV brand.

Not that I am aware. The beta testing ended when BBC iPlayer was rolled out to everyone.

Mind you, the original coloured block Channel 4 logo is also in the background, along with a few other out of date programme logos.




I think this will eventually lead to ITV changing their guidelines for credits, relaxing them, seeing as there's no real restrictions now.

I thought part of the rebranding would be This Morning in HD being such a long running show etc, but alas not so, I really thought they would 'do it' during the xmas break...

Anyone 'in the know' know when they will do so ?

Here's the first News at Ten intro / ending in full HD recorded using eyetv :-
I wonder what the clunk was just before Mark Austin said 'I hope you like our new home' ?!
I love his sarcasm

Such a basic new logo, always been poor in this country anything like this. Look to anything from Australian TV over the years, highly professional and so slick with their animations etc

I disagree tbh, in fact their presentation has gone downhill, especially Channel 7 Australia. They have flexible logo but the packages they've been using have been quite poor compared to what it was launched with. What you have to remember the logo is just the symbol, what you package it with is what makes it. Channel 5's logo is basic and doesn't have the most attractive font to go with it but its arguable their on-air presentation is top notch and creative.

They're overwhelmingly 'ok'... but the logo disappearing half-way through is just an odd design choice for any ident; its party trick should be the primary focus and attention grabber - bug-eyed Pug is certainly mass aww-inducing but 'ITV' is shunted into the background and unlikely to be strongly associated with such a disposable, achingly-YouTube clip.

The ones that work best at least *try* to emphasise the colour morphing in a way that doesn't come across as gimmicky (take these four here), suggesting that the implementation only really works with contrasting colours and/or changing, visually interesting scenes; too many (particularly the lighter hearted ones, strangely) opt for muted, beigey greys.

They've played it safe to the point of moving sideways (and I'd include the well implemented other pres elements in that). They're still searching for a clear identity and their chosen "concept" represents a cop-out. The logo does have potential and it will be interesting to see where they take it over time... because this isn't it.