[bilky asko]

ITV are working with Dixon Baxi on the branding.

dixonbaxi.com 

That's actually hilarious to read, as you could almost think that they believe it themselves.  Disturbingly, perhaps they do.

The likes of Disney and Paramount have gone with '+' because people are beginning to view that as the sign of a streaming service. 

'X' is not a "rotated '+' signifying something different", it just makes it sound like something Northern & Shell would have broadcast in the small hours of the night, to a very select audience sat with a box of tissues.

I predict a name change to ITV+ within the first 12 months.

Well it steals the march on Sky, if they eventually decide to give Sky X a go in the UK outside of what they're doing with Sky Glass. And 1+2+3+4 does equal X...