[BlueFrog]

ITV1.

Personal opinion here, I like the branding. The concept of the main ident-settings being shared around with the 5 channels but with a different approach for every one to fit their targeted demographic I think is just perfect. I do argue that ITV1's train-station ident would be better suited for ITV2, but alas it's suited for ITV1 and I think with a few rectifies, it'll work. We do need a fun ident in some form, after all. I didn't expect it to link into Good Morning Britain though! O_O

I'm a bit mixed on ITV4's idents. Particularly the UFO one, whilst it has its fair share of fun and joy and I do think it's a good ident, I don't think it really *fits* for ITV4. A channel dedicated to sport, cult classics and dramas and action, and it's pumping out idents like these.

I'd argue that Cityscape is one of the most beautiful idents I've seen in a while. Whilst nothing much happens and there isn't much motion, seeing the cityscape as a whole with the accompanying background music just creates a great final picture. It's a fairly-good sombre ident as well, and it works well linking into more serious programming and the news, and the more grim episodes of Emmerdale. It's also got that cozy warm feeling, imagine yourself on a rainy night staying indoors and hearing the thunder, whilst your watching the telly and the ident comes on. It's very relaxing and calming and is my personal favourite from the batch.

I do wish they could've at least done something for CITV. The identity *could* work for them, but if they made it a different approach to fit in with their target demographic, which is mainly children. Something hip and caught on the latest trends, make the dull-and-boring fun-and-exciting (although if they're gonna be showing the King's funeral I'd beg to differ). If they're going to be doing this later on they better change that logo.

My only main criticism is the font of the numbers. They just look dull and tacky and certainly not something I'd expect to see for not JUST ITV1, but every single other channel in the ITV brand. Being so used to them as-well, it's gonna take me a while to get used to ITV1 in the corner, and not seeing the round and bold 2 in the corner when Family Guy's on. But I probably won't care in like a week anyway.

Alas while it may have its issues, and it may not be the best branding in the world, this ITV refresh I see potential, and I hope to see more come as time goes by.