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The more I get a feel for it, the more I feel like we’re in a sort of 2006 scenario. The only thing that’s really going for it are the animations and promo end caps that look reasonably clean - everything else is just so resoundingly meh. I appreciate how modern it is but it’s all very (which I get why they did it) streaming service-y which most doesn’t work when you’re trying to sell a channel’s personality. I don’t think many of the elements of the rebrand are going to last very long.

I still can’t believe that ITV1 logo is real… The amount of people that number would’ve gone through and been approved by is dizzying. It just looks so awkward, it doesn’t even look properly like the 1’s in the logo animation which makes it even more confusing… why? They didn’t need to touch the original 1 from the typeface, why give it that awkward slope? It looks like the Loch Ness monster. Or a duck. Or a horrible mess slapped together in Illustrator…