The logo works, but it is admittedly uninspired - and far more predictable than the current, soon-to-be-ousted giant '1' that has served as the focus of the branding. However, the times I've flicked past Virgin 1 recently, it seems as if the whole look is somewhat bland by modern standards.
So in terms of the new identity that's lined up, I can appreciate the ideas; bringing in a character to try and move away from the generic into something more distinctive and light, and in turn opening up the opportunity for a set that an be expanded on and added to. At least it seems they're having a go at properly fleshing-out this new look to rival the major channels on the range of sequences, if nothing else.
I should say, I can sense a slight flaw in this approach. Lengthy bit of film panning round, Virgin 1 logo appears right at the end. Putting the logo at the end of the ident means the entire sequence must play out every time in order for the logo to be shown - and once you've viewed it for the first time, you've seen everything - so for a viewer to sit through the full plays thereafter could get tiresome. That considered, multiple idents seems like a good idea...
Last edited by Paul Clark on 1 June 2009 7:54pm