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That's part of the design though - the changing 1 from a fairly generic version to the bespoke logo.   I hate the emphasis on the 1 on the main channel myself - should have just kept it as ITV and animated the ITV logo itself to emphasise the overall brand.

But when does it change? The animation those quoted slides only use the unmodified 1, no slight differences to show it changing to the custom version. Why is the unmodified version even included in the animation at all, surely the custom one should be the only one the viewer sees?

Precisely. It never morphs from the unmodified 1 to the customised one. It's obviously not by design.

That's part of the design though - the changing 1 from a fairly generic version to the bespoke logo.

The mix of typefaces of the "1" is clearly part of the design and fits with the rest of the package with a mix of different fonts.

It's not a mistake or sloppy, it's by design.

I think it looks cheap and tacky. The other channels don't do that, their numerals are consistent in style and shape. The '2', '3' and '4' numerals don't appear differently outside of the logo so why should '1'? It strikes me as laziness or an oversight rather than being by design and feels really inconsistent. Where all the numerals are so curvy, the squared off '1's used seem extremely out of place.

I wouldn't be surprised if the logo numeral was updated at the last minute and they didn't bother to update the animated '1's elsewhere - or a different team had already made all the animations using the original '1' numeral and they didn't have time to update them with needing to launch in time for ITVX.

The case study we saw shows they originally used a more square '1' numeral on the logo in an earlier version. Just like how they're not using the new, customised ITV font on the website or on end credits or on ITV News or GMB, it's another example of the vision not being consistently realised in the same way the BBC's rebrand hasn't been.