[TVFan]

There was a new ident on ITV2 this morning, which looked like a generic safe ident, don’t have a video of it but it had a moving background with dark blue and light blue colours, and the logo fading in and out. It reminded me a lot of the original 1999 Channel 4 idents, even the music seemed vaguely inspired by it:

www.youtube.com 

There did seem to be an error though, as the ident was introducing Coronation Street, but it wasn’t actually meant to start until 10 minutes later, so they played a teleshopping advert, and afterwards, when it came on, they used one of the normal idents.

[tomo359]

I wonder if it was some sort of breakdown bumper but without any text on it like ITV used to do?

[Blubatt]

Now that I've had a few days to consider my thoughts, I don't think that this is ITV 1's worst ident package since the company went fully generic in 2002. I think its almost the worst, but then I remember the emotions idents that looked like stock footage with a logo plastered on it, which I do think were the worst idents ITV ever used. I think the primary problem is that a lot of them are dull. There's nothing particularly interesting about them. Its just a swipe over to some 'wackiness', like people dancing on a train. The thing is, though, that the christmas cityscape ident shows how they should have made all the idents. Have the action loop. Have people dancing off a train and off screen, on loop. It would certainly be more visually interesting.

[JMT1985]

ITV1 Christmas presentation this year is dreadful - I have begun to feel they planned for the new look without considering the Christmas season, and then they rushed their Christmas presentation at the last minute.

It all feels like 2011 to me, back then they simply had their regular idents, just with an animated Santa sitting on the logo, and actually that seems better to me than their 2022 Christmas offering.

There is never any consistency with ITV Christmas presentation. For me I do like their 2013 Christmas presentation, which of course was reused through to 2019 but they did add the odd new one to the rotation.

[Andrew]

ITV1 Christmas presentation this year is dreadful - I have begun to feel they planned for the new look without considering the Christmas season, and then they rushed their Christmas presentation at the last minute.

It all feels like 2011 to me, back then they simply had their regular idents, just with an animated Santa sitting on the logo, and actually that seems better to me than their 2022 Christmas offering.

There is never any consistency with ITV Christmas presentation. For me I do like their 2013 Christmas presentation, which of course was reused through to 2019 but they did add the odd new one to the rotation.

On the contrary, the Christmas pres was clearly designed at the same time

It works in the same way, where all the channels have a slightly different version of each ident, and then alongside there is a slightly different version for Christmas

It probably doesn’t work too well as the standard idents haven’t been used long enough for them to be engrained on peoples memories to notice what they’ve done

[eyeTV]

Yes Santa stood in the field was probably filmed in August.

It's just odd mixing the normal idents in with Christmas idents and then throwing in the random new rollercoaster one.

[From the North]

Indeed, as you can see for all three of the 'Christmas' idents, the trees are all absolutely full of lovely lush green leaves! Despite a 'cool' or frosty colour grade, the illusion is somewhat shattered.

[JAS84]

Yeah, they should've had all the Christmas idents be set indoors if they were filming in the summer. Bright sunshine and green leaves on non-evergreen trees are not appropriate.

[BBCChameleonFan]

www.dixonbaxi.com 

A new ITV to reflect and connect with modern Britain.
We partnered with ITV Creative on the revitalised ITV brand, a disruptively mode…
  Source: www.dixonbaxi.com

I found the case study for the ITV rebrand recently, which shows the process of the rebrand from concept to final, and how DixonBaxi reintroduced ITV to 'modern' Britain.

[Allanbuzzy]

www.dixonbaxi.com 
I found the case study for the ITV rebrand recently, which shows the process of the rebrand from concept to final, and how DixonBaxi reintroduced ITV to 'modern' Britain.

Interestingly, there's a prototype for "ITV Kids", which means CITV might be getting a rename soon?

Overall, I think the case study is good, and I'd love to see if DixonBaxi could update STV to go along with this look, maybe with idents set in Scotland? Forth Rail Bridge? Glasgow Greens? Spitballing here.