I actually liked their old look too. Haven't seen this new look on screen yet to see how it all comes together. It is very ITV Be in style, with the constantly changing colours for the logo. At least now they have made it 2D again, but probably won't be long before it's 3D and sitting at an angle. They have done it twice before now.
I'll reserve judgement for now, but I'm not overly hopeful going by that video and what has been posted here so far...
hmm, this looks like the first misstep from the creative team who've barely put an ITV branded foot wrong since they instigated the 2013 overhaul (presuming this was done in-house, of course?).
Dropping one consistent, thematic signature colour is a big mistake and the black + cyan cards just look bland, static and undynamic in comparison to what they replaced. The mix of upper and sentence case is strange and awkward too.
It's not a recent history BBC disaster but it is a surprising misstep (purely based on the examples shown so far). Change for the sake of change often doesn't end well.
I actually quite like the new look personally. ITV2's previous idents were starting to feel a bit dated and so a refresh was needed. It strikes me, judging by the video posted, to be similar to Comedy Central/MTV - which for a channel aimed at a younger audience isn't necessarily a bad thing.
It's very ITV Be, which isn't too great considering the shows they offer and the age-group they're aiming at is so similar. But from a design perspective, I love ITV Be's look.
I was never a fan of the red ITV 2 logo anyway, and loved the previous lime green - so this is a nice fresh step for them. I believe the new look was actually created not in-house, but by Man Vs Machine.
ITV2 needed a few tweaks, just to the colour scheme really as the "hot red" colour in my opinion was associated with the female programmes that dominated in 2013. I liked the old idents, and would have preferred to see more added with a new colour scheme.
I don't really like much of the new look. The transition between trails is nice, but that's about it.
ITV 2 think they are winning and now the most popular youth channel in the UK now they have Family Guy and BBC 3 future is doomed. So of course they are going to show off and this rebrand does not surprise me. The old look did not really suit the way the channel is going. I like it but did not fit in well. I need to see more of the new look but so far it's now bad. Sounds like the idents are going to me more cleaver than first thought. Also looks like ITV 2 are doing there own version of E4 E-stings. So basically ITV 2 are ripping off other channels to try make there's the best channel. Copying. And then some
