I think I was expecting a bit more with the idents. The concept and logo animations are really good but the execution seems a bit off from the preview video above showing the 5 locations.
For example, why are there 'animated' elements in the ITV 1 ident on the dancer at the train station? These are a cool concept but should have stuck to 1 channel (probably ITV 2). They could have kept the animated additions to ITV 2 and then featured the wacky elements like the big animals to ITV Be, for example.
I can't help but feel they could have done a bit more with colour grading the idents to look different between channels. They seem to do this a bit on the ITV 3 train ident, which appears to have a more old-film look, but it seems to be a one off.
They also all seem rather bright - let's hope we get a few idents where it's night time and calmer, for more serious programming like 9pm dramas.
Finally I'm unsure how I feel about the coloured logos on the idents. They're very bold colours to overlay onto live action, especially ITV 1 which is more of a teal-y shade of blue.
This gives me vibes of this set of ITV 1 idents which did grow tired easily, but at least tended to feature yellow elements in the shots, something lacking in this new set.
The BBC One lens idents do a good job of using live action but having a unifying theme, and I can't help but feel ITV have slightly missed the mark here and they feel a tad unfinished/unrealised.
It's early days though and I'm still excited to see other presentation elements like the promos, ECPs and - long shot - end credit styles etc.