15-11-2022, 11:05 PM
The idents are dull - taking what should be an interesting concept but not doing enough with it to make it work. The surrounding presentation is nice enough but feels quite generic.
It's the ITV1 I don't get. The new branding is clearly about putting the numeral at the centre of things, but on the main channel ITV really should be the hero of the brand and I think that could have been achieved with this look, making the ITV logo animate and grab the attention rather than adding a "1" to take attention away from that, then letting the numeral (and X) do the work on the other channels.
It's the ITV1 I don't get. The new branding is clearly about putting the numeral at the centre of things, but on the main channel ITV really should be the hero of the brand and I think that could have been achieved with this look, making the ITV logo animate and grab the attention rather than adding a "1" to take attention away from that, then letting the numeral (and X) do the work on the other channels.