[Mixdown]

I initially held back this morning on posting my thoughts on this rebrand but so many others seem to have shared my sentiment.

This is a massive step down from ITV Creates. There was something very old school about that, in that it was quite artistically driven and the logo was the centrepiece of the ident. Now we are back to ITV1, the tackiness from that era has somewhat returned with it, and I agree what others have said about it feels like 2006 - in particular the original package that was so bad it didn't even last a year. ITV1 as a channel logo is now an afterthought on top of whatever bland, generic footage they have come up with, that says nothing at all about the channel. We have been there and done that when it comes to live action idents. One problem with showing people is that as fashions change, the footage dates very quickly.

Allegedly nobody watches linear TV anymore and the concept of such a thing is on its way out. It seems the art form of channel identity is sadly following it out the door. ITVX is the favourite child now, and it seems they are now running down the legacy channels at the behest of it.