[all new phil]

I think, excepting the odd ITV1 train station and ITV4 rural options, the main four channels are pretty good and on brand for the most part. However, I do not see any brand identity in the ITVBe versions whatsoever. Train station's only activity is in the background, which makes it hard to even tell what they were going for. Rural just seems low energy, and I struggle to see the relevance of hay on a tractor trailer beyond the fact the woman unloading it is in pink?

I wondered if the ITV Be 'rural' scene was her setting up some form of glamping in that area?

I thought it was a Real Housewives of wherever type nod. 

Some real highlights I think - I love the ITV4 station ident. The ITV1 rural one looks like it will be good. 

Curious how there’s no ITV1 cafe ident in the official video, and there also looks to be an additional city one that only has an ITV1 variation. 

Annoying how ITV1 has no idents or pres throughout the morning!