I felt the 2011-2016 set from Channel 5 was a real low point in presentation, the warehouse was just so boring and as usual Channel 5 attempting to glitz up it's programmes ended up like a very well polished turd.
Starting with the idents, they became very stale very quickly (probably because Desmond wanted to monetise and wasn't gonna have a pesky brand in the way!). Northern & Shell's work on the logo was to strip any personality out of a perfectly good 2008 look, which was way before its time. The whole look just felt basic and temporary and altogether cheap. It's unfortunate, because 5Creative had actually produced some nice stuff with it, but the over-riding feeling being that there was always going to be a bar on how good anything associated with the set would be. The 'Once Upon a Time' Ident is good, but it's brought down to mediocracy by the warehouse. It seemed the whole department was shackled by that bloody Northern & Shell logo.
But it was the sponsored stuff I couldn't handle. It's a sign of the times and a sign of things to come I fear, but the idea of advertising and channel branding crossing just doesn't sit well with me. The sponsored idents as well tended to be very poor and were devoid of creativity, often just ending up with an advert taking place in a warehouse.
Or don't forgot this one, where it genuinely feels like they forgot to put in a logo until right at the end.
Some were decent, the Lumia Idents were okay, and had a couple of different versions and had a little bit of something there. As were the TK Maxx idents.
My issue with them is this, in a situation where you have two brands cross promoting one another, then you have to ensure
BOTH brands are evident. In every bad sponsored ident, the Channel 5 brand is STILL second-best to that of the sponsor, but in the good ones, it's the energy the partner brand brings to the ident, not the Channel 5 element, that make it interesting. Channel 5 was always a passenger to something else, in some cases, even other bits of Channel 5.
Other personal Hall of Shame inductees must include a homage to 'temporary looks' throughout the years, Celebrity Idents and some of the absolute tat that Sky Channels have pumped out over the years.
Sky One's 1998 look is a shout for Worst Presentation Ever. Considering this was from the same time as the breathtaking Sky Premier idents too.
or Sky Onc Part 1 & 2
ITV 2002-10 lest we forget.
I actually quite liked the 2006 set and thought it was a bit unfairly treated, but after it was replaced hell broke loose with different sized logos, messy branding and poor presentation.
Finally, how could we forget Setanta Sports News, who said "just don't make it look like we copied off SSN, even though we are also called SSN"